Purpose In recent years, customer engagement (CE) with brands, which has been shown to
yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a …

Grounded on service-dominant logic (SD logic), a vital issue for marketers is to understand
how the multiple approaches encouraging consumer participation (CP), as manifested by …

Purpose Using the stimulus-organism-response model as the theoretical basis, the purpose
of this study is to examine the impact of a social media-based destination brand community …

Purpose Drawing on the service-dominant logic and the institutional theory, this paper aims
to explore the value-creating mechanisms of branding in the destination context and the …

Purpose This paper aims to examine the relationships between brand equity, customer
satisfaction and cultural distance for a tourism destination. The mediating role of customer …

Purpose The present study attempts to shed some light on tourists' destination brand loyalty
(DBL) in the Malaysian ecotourism context. More specifically, this study aims to examine the …

Purpose The purpose of this study is to examine how consumer-brand engagement on
social networking sites (SNS) is an outcome of the message orientation/vividness …

This paper explores the importance of two forms of interactions, namely marketer–traveler
interaction and traveler–traveler interaction in driving destination brand engagement (DBE) …

Purpose Negative brand engagement represents a pervasive and persistent feature of
interactivity in online contexts. Although existing research suggests that consumer negativity …

Purpose The purpose of this paper is to close the gap between the theoretical nature of
existing contributions in customer engagement value (CEV) and its need to practically …