Review paper
Collective engagement in organizational settings
Abstract
Customer engagement has emerged as a central concept in marketing. Despite extensive scholarly investigations and managerial interest though, considerations of customer engagement and emotional connections in business marketing have been scant. Researchers tend to focus on individual-level engagement, which is conceptually inadequate to address the inherently multi-actor nature of business-to-business marketing. Therefore, this article...
Paper Details
Title
Collective engagement in organizational settings
Published Date
Jul 1, 2019
Volume
80
Pages
11 - 23
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Notes
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