Consumer-brand engagement through website stimuli

Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/14459

Autoria:	Bilro, R. G. Loureiro, S. M. C.
Data:	2017
Título próprio:	Consumer-brand engagement through website stimuli
Paginação:	1951-1954
Referência bibliográfica:	Bilro, R. G. & Loureiro, S. M. C. (2017). Consumer-brand engagement through website stimuli. In Demetris Vrontis, Yaakov Weber, Evangelos Tsoukatos (Ed.), 10th Annual Conference of the EuroMed Academy of Business. (pp. 1951-1954). Rome: EuroMed Press.
ISSN:	2547-8516
ISBN:	978-9963-711-56-7
Palavras-chave:	Consumer-brand engagement Website stimuli Online engagement Brand advocacy
Resumo:	Previous studies concerning consumer engagement have been dedicated to conceptualize the construct and proposing scales to measure it (Van Doorn et al. 2010; Bolton 2011; Bijmolt et al. 2010; Brodie et al. 2011; Hollebeek et al. 2014). Yet, further research has been suggested in those studies regarding antecedents and outcomes of online consumer engagement. The following questions remain open: what drives consumers to be online engaged? And what are the outcomes of being online engaged? The aim of the current research is to contribute to the fulfillment of this gap in the literature, analyzing which dimensions of online stimuli with websites exercise more effect on online engagement and which of this dimensions’ most influence brand advocacy.
Arbitragem científica:	yes
Acesso:	Acesso Aberto
Aparece nas coleções:	BRU-OPI - Outras publicações internacionais

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