Purpose This paper aims to deliver a systematic review of customer engagement in
hospitality and tourism by synthesising existing literature, thus presenting a state-of-art …

Event marketing has been one of the popular corporate marketing strategies for decades.
The method is experiential and aims to transform not only attendees' perceptions but also …

Social media's effect has become one of the important business topics these days and is
largely discussed in terms of influencing consumer decisions. This study aims to investigate …

Purpose Considering brand ownership as a cause of concern, this paper aims to propose a
conceptual model portraying brand engagement as a function of members' brand …

The study conceptualizes and empirically investigates an integrative relationship between
brand engagement, brand loyalty, overall brand equity (OBE) and purchase intention …

This research investigates what consumers in democratized luxury markets value when
purchasing luxury items. Nonetheless, these consumers have a limited budget and can not …

Purpose The purpose of this study is to analyse online consumers' experiential responses
towards visual user-generated content in social commerce fashion online shopping …

Customer engagement (CE) is an emerging research area that is receiving considerable
attention not only from the management practitioners but the academicians as well …

Wine tourism is a mutually beneficial opportunity for customers to experience a wine region
and for wine producers to promote their individual practices and approaches in the wine …

One of the concepts considered nowadays by the marketers in the area of consumers'
consumption behavior is the creation of pleasant experiences and the impact of these …