Customer engagement: Developing an innovative research that has scholarly impact. Issue 3 (3rd July 2018)

• Record Type: Journal Article
• Authors: Brodie, Roderick J.; Juric, Biljana
• Is Part Of: Journal of global scholars of marketing science. Volume 28:Issue 3(2018)
• Page Start: 291
• Page End: 303
• Publication Date: 2018-07-03
• Subjects: customer -- engagement -- seminal -- theory; 客户 -- 互动 -- 开创性的 -- 理论 -- 影响; Marketing -- Periodicals; Marketing; Electronic journals; Periodicals; 658.8
• DOI: 10.1080/21639159.2018.1466657
• Languages: English
• ISSNs: 2163-9159

Abstract

Abstract: This essay outlines the development of a stream of research about customer engagement that is having a substantial scholarly impact. We explore the conditions to achieve this success which includes the critical role of the theorizing process. The theorizing process is the core to crafting two seminal contributions. Implications for achieving innovative research that has a scholarly impact concludes the essay.