Abstract

Engaging consumers towards brands is currently a primary necessity for companies to increase brand equity and customer loyalty. In spite of the growing interest from the academic and the professional world, today an internationally shared definition of the consumer-brand engagement (Cbe) construct is lacking. Our paper offers a preliminary analysis of the Cbe construct, comparing its current definition proposed by the international academic and managerial literature, in order to point out both its constitutive dimensions and distinctive features, and its pragmatic implications. Furthermore, our study highlights neglected conceptual dimensions of the Cbe construct, identifying a future research and strategic agenda to support a better theoretical foundation of the Cbe construct.