Abstract

Customer Brand Engagement (Cbe) is a new marketing/branding concept, flowing from the early work of Aaker and Keller on brands and branding, but, expanded and extended by others. As an emerging concept, multiple definitions and measurement methodologies have been suggested. Most approaches have been based on attitudinal constructs and measures. We propose an approach based actual concrete recommending behaviors by brand customers, framed around an adaptation of Reichheld's Net Promoter Score. We extend and expand Nps to provide a measurable marketer value for the development of Cbe.