Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/26425
Autoria: Bilro, R.G.
Loureiro, S. M. C.
Editor: Łukasz Burkiewicz
Agnieszka Knap-Stefaniuk
Data: 2020
Título próprio: Exploring consumer-brand engagement in online environments designed for tourism
Título e volume do livro: Management Tourism Culture: Studies and reflections on tourism management
Paginação: 247 - 264
Referência bibliográfica: Bilro, R.G., & Loureiro, S. M. C. (2020). Exploring consumer-brand engagement in online environments designed for tourism. EM Łukasz Burkiewicz, Agnieszka Knap-Stefaniuk (Eds.). Management Tourism Culture: Studies and reflections on tourism management (pp. 247-264). Ignatianum University Press. http://hdl.handle.net/10071/26425
ISBN: 978-83-7614-468-9
Palavras-chave: Consumer engagement
Consumer-brand engagement
Online engagement
Comprehensive literature review
Focus group
TripAdvisor
Resumo: The purpose of this study is to present the role of consumer-brand engagement in the online environment designed for tourism. We explore the consumerbrand engagement construct, in relation to consumers as the engagement subjects and brands (i.e. brands/companies) as the engagement objects. This study starts with an extensive and comprehensive literature review, followed by a qualitative study applying focus group techniques to two distinct panels. As a result, we intend to provide a comprehensive understanding of consumer-brand engagement in the online tourism environment. Our aim is to contribute to advancing the theoretical knowledge of this subject and to provide useful insights that can be used by practitioners, particularly those working in the area of touristic brands, who use interactive platforms to create consumer-brand relationships.
Arbitragem científica: yes
Acesso: Acesso Aberto
Aparece nas coleções:BRU-CLI - Capítulos de livros internacionais

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