1 Customer Engagement Marketing 1
Anita Pansari and V. Rumar
Part I Antecedents of Engagement 29
2 If You Build It Right, They Will Engage: A Study
of Antecedent Conditions of Customer Engagement 31
Shiri D. Vivek, Sharon E. Beatty, and Melanie Hazod
3 Measuring and Managing Customer Engagement
Value Through the Customer Journey 53
Rajkumar Venkatesan, J. Andrew Petersen,
and Leandro Guissoni
4 Customer Engagement Through Personalization
and Customization 75
Alexander Bleier, Arne De Keyser, and Katrien Verleye
5 Managing Product Returns Within the Customer
Value Framework 95
Alec Minnema, Tammo H.A. Bijmolt, J. Andrew Petersen,
and Jeffrey D. Shulman
XI
XU CONTENTS
6 Multi-tier Loyalty Programs to Stimulate
Customer Engagement 119
Tammo H.A. Bijmolt, Manfred Krafft, F. Javier Sese,
and Vijay Viswanathan
7 Happy Users, Grumpy Bosses: Current Community
Engagement Literature and the Impact of Support
Engagement in a B2B Setting on User and Upper
Management Satisfaction 141
Sander F.M. Beckers, Sterling A. Bone, Paul W. Fombelle,
Jenny van Doorn, Peter C. Verhoef, and Kristal R. Ray
Part II Consequences of Customer Engagement 171
8 Customer Engagement and Employee Engagement:
A Research Review and Agenda 173
Vikas Mittal, Kyuhong Han, and Robert A. Westbrook
9 The Disruptive Impact of Customer Engagement
on the Business-to-Consumer Sales Force 203
Bryan W. Hochstein and Willy Bolander
Part III Application Context of Customer Engagement 219
10 Creating Stronger Brands Through Consumer
Experience and Engagement 221
Bobby J. Calder, Linda D. Hollebeek,
and Edward C. Malthouse
11 From Customer to Partner Engagement:
A Conceptualization and Typology
of Engagement in B2B 243
Werner J. Reinartz and Manuel Berkmann
CONTENTS xiu
12 Engaging with Brands: The Influence
of Dispositional and Situational Brand
Engagement on Customer Advocacy 269
Richie L. Liu, David E. Sprott, Eric R. Spangenberg,
and Sandor Czellar
13 The Emotional Engagement Paradox 293
Lerzan Aksoy, Timothy L. Keiningham,
Alexander Buoye, and Joan Ball
14 Conclusion: Informing Customer Engagement
Marketing and Future Research 307
Colleen M. Harmeling, Jordan W. Moffett,
and Robert W. Palmatier
Index 325