<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422021000300001</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2021.1898</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Engagement hacia un producto vs. hacia una marca: una escala para el contexto mexicano]]></article-title>
<article-title xml:lang="en"><![CDATA[Engagement towards a product vs. towards a brand: A scale for the Mexican context]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vera-Martínez]]></surname>
<given-names><![CDATA[Jorge]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ornelas-Sánchez]]></surname>
<given-names><![CDATA[Sidney]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Tecnológico y de Estudios Superiores de Monterrey Escuela de Negocios ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2021</year>
</pub-date>
<volume>66</volume>
<numero>3</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422021000300001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422021000300001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422021000300001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La atención hacia el concepto de engagement del consumidor se ha incrementado recientemente como un factor relevante en mercadotecnia. Esto ha motivado a realizar diversos estudios con el objetivo de lograr una mejor definición y medición de este constructo. El engagement se diferencia de conceptos como el involucramiento y la participación, siendo también un antecedente a variables como satisfacción y lealtad de marca. En este artículo, se propone y se pone a prueba la hipótesis de que existe una diferencia entre el grado de engagement (en sus tres dimensiones) hacia una categoría de producto y el grado de engagement hacia una marca particular dentro de esta categoría de producto. Para poner esta hipótesis a prueba, se presenta el proceso de adaptación y depuración de una escala para medir engagement en el contexto mexicano de consumo de café en taza. Se presentan los resultados de pruebas empíricas con las que verificó la confiabilidad y validez de la escala. Mediante pruebas de validez predictiva se corrobora al engagement como un antecedente de la satisfacción y de la lealtad de marca. Finalmente se presentan evidencias que confirman la hipótesis sobre la separación perceptual del engagement hacia la categoría del producto y hacia una marca.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The concept of consumer engagement has recently received increased attention as a relevant factor in marketing. This has led to several studies aiming to achieve better understanding and measurement for this construct. Engagement is distinct from other constructs such as involvement and participation; it also has been proposed as an antecedent to variables such as satisfaction and brand loyalty. In this article, a hypothesis about the difference between the level engagement (in its three dimensions) towards a product category and the level of engagement towards a particular brand in this category is discussed, tested and confirmed. In order to test the hypothesis, the process of adapting and debugging a scale to measure engagement in the Mexican context is also presented. The results of a series of empirical tests to verify the reliability and validity of the scale with Mexican consumers of grain coffee are presented as part of the process of refining the scale. Moreover, throughout predictive validity tests, engagement is confirmed as an antecedent of satisfaction and brand loyalty.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Engagement del consumidor]]></kwd>
<kwd lng="es"><![CDATA[Involucramiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[Satisfacción del cliente]]></kwd>
<kwd lng="es"><![CDATA[Lealtad hacia la marca]]></kwd>
<kwd lng="es"><![CDATA[Engagement con la marca]]></kwd>
<kwd lng="es"><![CDATA[Engagement con el producto]]></kwd>
<kwd lng="en"><![CDATA[Consumer engagement]]></kwd>
<kwd lng="en"><![CDATA[Consumer involvement]]></kwd>
<kwd lng="en"><![CDATA[Customer satisfaction]]></kwd>
<kwd lng="en"><![CDATA[Brand loyalty]]></kwd>
<kwd lng="en"><![CDATA[Brand engagement]]></kwd>
<kwd lng="en"><![CDATA[Product engagement]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baldus]]></surname>
<given-names><![CDATA[B. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Voorhees]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Calantone]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Online brand community engagement : Scale development and validation]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2015</year>
<volume>68</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>978-85</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Balsano]]></surname>
<given-names><![CDATA[A. B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Youth Civic Engagement in the United States: Understanding and Addressing the Impact of Social Impediments on Positive Youth and Community Development]]></article-title>
<source><![CDATA[Applied Development Science]]></source>
<year>2005</year>
<volume>9</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>202-15</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bowden]]></surname>
<given-names><![CDATA[J. L.-H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Process of Customer Engagement: A Conceptual Framework]]></article-title>
<source><![CDATA[The Journal of Marketing Theory and Practice]]></source>
<year>2009</year>
<volume>17</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>63-74</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Brodie]]></surname>
<given-names><![CDATA[R. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Hollebeek]]></surname>
<given-names><![CDATA[L. D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Response: Advancing and Consolidating Knowledge About Customer Engagement]]></article-title>
<source><![CDATA[Journal of Service Research]]></source>
<year>2011</year>
<volume>14</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>283-4</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Brodie]]></surname>
<given-names><![CDATA[R. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Hollebeek]]></surname>
<given-names><![CDATA[L. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Juri&#263;]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Ili&#263;]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer Engagement]]></article-title>
<source><![CDATA[Journal of Service Research]]></source>
<year>2011</year>
<volume>14</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>252-71</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Calder]]></surname>
<given-names><![CDATA[B. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Malthouse]]></surname>
<given-names><![CDATA[E. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Schaedel]]></surname>
<given-names><![CDATA[U.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness]]></article-title>
<source><![CDATA[Journal of Interactive Marketing]]></source>
<year>2009</year>
<volume>23</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>321-31</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Carvalho]]></surname>
<given-names><![CDATA[J. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Paiva]]></surname>
<given-names><![CDATA[E. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Vieira]]></surname>
<given-names><![CDATA[L. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Quality attributes of a high specification product]]></article-title>
<source><![CDATA[British Food Journal]]></source>
<year>2016</year>
<volume>118</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>132-49</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Catteeuw]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Flynn]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Vonderhorst]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Employee engagement: Boosting productivity in turbulent times]]></article-title>
<source><![CDATA[Organization Development Journal]]></source>
<year>2007</year>
<volume>25</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>151-7</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dabholkar]]></surname>
<given-names><![CDATA[P. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How to Improve Perceived Service Quality by Increasing Customer Participation]]></article-title>
<source><![CDATA[Developments in Marketing Science: Proceedings of the Academy of Marketing Science]]></source>
<year>1990</year>
<page-range>483-7</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dessart]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Veloutsou]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Morgan-Thomas]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Capturing consumer engagement: duality, dimensionality and measurement]]></article-title>
<source><![CDATA[Journal of Marketing Management]]></source>
<year>2016</year>
<volume>32</volume>
<numero>5-6</numero>
<issue>5-6</issue>
<page-range>399-426</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Fischer]]></surname>
<given-names><![CDATA[E. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Victor]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[High-end coffee and smallholding growers in Guatemala]]></article-title>
<source><![CDATA[Latin American Research Review]]></source>
<year>2014</year>
<volume>49</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>155-77</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gambetti]]></surname>
<given-names><![CDATA[R. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Graffigna]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Biraghi]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Grounded Theory approach to consumer-brand engagement: the practitioner's standpoint]]></article-title>
<source><![CDATA[International Journal of Market Research]]></source>
<year>2012</year>
<volume>54</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>659</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gliem]]></surname>
<given-names><![CDATA[J. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Gliem]]></surname>
<given-names><![CDATA[R. R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Calculating, interpreting, and reporting Cronbach's alpha reliability coefficient for Likert-type scales]]></article-title>
<source><![CDATA[Midwest Research to Practice Conference in Adult, Continuing, and Community Education]]></source>
<year>2003</year>
<page-range>82-8</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Guthrie]]></surname>
<given-names><![CDATA[J. T.]]></given-names>
</name>
<name>
<surname><![CDATA[Cox]]></surname>
<given-names><![CDATA[K. E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Classroom conditions for motivation and engagement in reading]]></article-title>
<source><![CDATA[Educational psychology review]]></source>
<year>2001</year>
<volume>13</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>283-302</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Haven]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing's New Key Metric: Engagement]]></source>
<year>2007</year>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hernandez]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<source><![CDATA[Comunicación personal]]></source>
<year>2016</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Centro Agroecológico del Café A.C.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Higgins]]></surname>
<given-names><![CDATA[E. T.]]></given-names>
</name>
<name>
<surname><![CDATA[Scholer]]></surname>
<given-names><![CDATA[A. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Engaging the consumer: The science and art of the value creation process]]></article-title>
<source><![CDATA[Journal of Consumer Psychology]]></source>
<year>2009</year>
<volume>19</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>100-14</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hollebeek]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Exploring customer brand engagement: Definition and themes]]></article-title>
<source><![CDATA[Journal of Strategic Marketing]]></source>
<year>2011</year>
<volume>19</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>555-73</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hollebeek]]></surname>
<given-names><![CDATA[L. D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Demystifying customer brand engagement: Exploring the loyalty nexus]]></article-title>
<source><![CDATA[Journal of Marketing Management]]></source>
<year>2011</year>
<volume>27</volume>
<numero>7-8</numero>
<issue>7-8</issue>
<page-range>785-807</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hollebeek]]></surname>
<given-names><![CDATA[L. L. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Glynn]]></surname>
<given-names><![CDATA[M. M. S.]]></given-names>
</name>
<name>
<surname><![CDATA[Brodie]]></surname>
<given-names><![CDATA[R. J. R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Consumer brand engagement in social media: Conceptualization, scale development and validation]]></article-title>
<source><![CDATA[Journal of Interactive Marketing]]></source>
<year>2014</year>
<volume>28</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>149-65</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Johanson]]></surname>
<given-names><![CDATA[G. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Brooks]]></surname>
<given-names><![CDATA[G. P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Initial Scale Development: Sample Size for Pilot Studies]]></article-title>
<source><![CDATA[Educational and Psychological Measurement]]></source>
<year>2010</year>
<volume>70</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>394-400</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jones]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Consumer Preferences for Coffee: Hot and Wet, or Quality and Flavor?]]></article-title>
<source><![CDATA[Journal of Food Products Marketing]]></source>
<year>2016</year>
<volume>22</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>350-80</page-range></nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Service-dominant logic: reactions, reflections and refinements]]></article-title>
<source><![CDATA[Marketing Theory]]></source>
<year>2006</year>
<volume>6</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>281-8</page-range></nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mollen]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Wilson]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Engagement, Telepresence and Interactivity in Online Consumer Experience]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2010</year>
<volume>63</volume>
<numero>9</numero>
<issue>9</issue>
<page-range>919-25</page-range></nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Morales Hernández]]></surname>
<given-names><![CDATA[J. I.]]></given-names>
</name>
<name>
<surname><![CDATA[Mendez]]></surname>
<given-names><![CDATA[M. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Nolasco Ruíz]]></surname>
<given-names><![CDATA[S. P.]]></given-names>
</name>
<name>
<surname><![CDATA[Cerón López]]></surname>
<given-names><![CDATA[M. T.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Proposal for the Creation of a Network of Family Businesses in the MExican Coffee Industry]]></article-title>
<source><![CDATA[International Journal of Advanced Engineering Management and Science]]></source>
<year>2018</year>
<volume>4</volume>
<numero>11</numero>
<issue>11</issue>
<page-range>773-81</page-range></nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Norman]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Likert scales, levels of measurement and the "laws" of statistics]]></article-title>
<source><![CDATA[Advances in Health Sciences Education]]></source>
<year>2010</year>
<volume>15</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>625-32</page-range></nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Oliver]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Whence Consumer Loyalty?]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>1999</year>
<volume>63</volume>
<page-range>33-44</page-range></nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pansari]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Kumar]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer engagement: the construct, antecedents, and consequences]]></article-title>
<source><![CDATA[Journal of the Academy of Marketing Science]]></source>
<year>2017</year>
<volume>45</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>294-311</page-range></nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[So]]></surname>
<given-names><![CDATA[K. K. F.]]></given-names>
</name>
<name>
<surname><![CDATA[King]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Sparks]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer Engagement With Tourism Brands: Scale Development and Validation]]></article-title>
<source><![CDATA[Journal of Hospitality and Tourism Research]]></source>
<year>2014</year>
<volume>38</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>304-29</page-range></nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sprott]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Czellar]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Spangenberg]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale]]></article-title>
<source><![CDATA[Journal of Marketing Research]]></source>
<year>2009</year>
<volume>46</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>92-104</page-range></nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Van Doorn]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Lemon]]></surname>
<given-names><![CDATA[K. N.]]></given-names>
</name>
<name>
<surname><![CDATA[Mittal]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Nass]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Pick]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Pirner]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Verhoef]]></surname>
<given-names><![CDATA[P. C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer Engagement Behavior: Theoretical Foundations and Research Directions]]></article-title>
<source><![CDATA[Journal of Service Research]]></source>
<year>2010</year>
<volume>13</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>253-66</page-range></nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Verhoef]]></surname>
<given-names><![CDATA[P. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Reinartz]]></surname>
<given-names><![CDATA[W. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Krafft]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer Engagement as a New Perspective in Customer Management]]></article-title>
<source><![CDATA[Journal of Service Research]]></source>
<year>2010</year>
<volume>13</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>247-52</page-range></nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vivek]]></surname>
<given-names><![CDATA[S. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Beatty]]></surname>
<given-names><![CDATA[S. E.]]></given-names>
</name>
<name>
<surname><![CDATA[Dalela]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Morgan]]></surname>
<given-names><![CDATA[R. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A Generalized Multidimensional Scale for Measuring Customer Engagement]]></article-title>
<source><![CDATA[The Journal of Marketing Theory and Practice]]></source>
<year>2014</year>
<volume>22</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>401-20</page-range></nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vivek]]></surname>
<given-names><![CDATA[S. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Beatty]]></surname>
<given-names><![CDATA[S. E.]]></given-names>
</name>
<name>
<surname><![CDATA[Morgan]]></surname>
<given-names><![CDATA[R. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer Engagement: Exploring Customer Relationships Beyond Purchase]]></article-title>
<source><![CDATA[The Journal of Marketing Theory and Practice]]></source>
<year>2012</year>
<volume>20</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>122-46</page-range></nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Zaichkowsky]]></surname>
<given-names><![CDATA[J. L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Measuring the Involvement Construct]]></article-title>
<source><![CDATA[Journal of Consumer Research]]></source>
<year>1985</year>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
