Calder, B., Malthouse, E. C., & Maslowska, E. (2016). Commentary on the special issue: Brand marketing, Big Data and social innovation as future of research directions for engagement. Journal of Marketing Management, 32(5-6), 579-585. DOI: 10.1080/0267257x.2016.1144326

The articles by Leckie, Nyadzayo, and Johnson (2016), Marbach (2016) and Dessart, Veloutsou, and Morgan-Thomas (2016) presented in this issue provide a suitable reflection of the current state of engagement research in marketing. Specifically, these three articles follow Hollebeek, Glynn, and Brodie (2014) by conceptualising engagement as being comprised of lower-order cognitive, emotional and behavioural factors. Further, the respective authors investigate different antecedents of engagement, in the form of personality traits (Marbach, 2016), involvement, participation and self-expression (Leckie, Nyadzayo, & Johnson, 2016), as well as specific engagement consequences, including value perceptions (Marbach, 2016) and loyalty (Leckie et al., 2016). Dessart et al. (2016) also develop a scale permitting the quantification of their proposed seven sub-dimensions of engagement…

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