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Engagement Across the Customer Experience Landscape: The Drivers of Brand Performance


Abstract Understanding the customer experience, which requires a thorough knowledge of all touchpoints that can result from the way that a product is marketed, sold, and used has recently been identified as a research priority by the Marketing Science Institute. Although recent research has examined some aspects of the customer experience, research has yet to examine the way in which the full spectrum of touchpoint experiences may drive particular marketing performance metrics. Significant challenges to this line of research are the complex network of relationships that competing firms have forged with channel partners, the relationships that focal customers have with other customers in social networks and user communities, and the relationships tha... (more)
Created Date 2011
Contributor Loveland, James M. (Author) / Hutt, Michael (Advisor) / Kumar, Ajith (Committee member) / Walker, Beth (Committee member) / Arizona State University (Publisher)
Subject Marketing / customer experience / engagement / relationship marketing
Type Doctoral Dissertation
Extent 190 pages
Language English
Copyright
Reuse Permissions All Rights Reserved
Note Ph.D. Business Administration 2011
Collaborating Institutions Graduate College / ASU Library
Additional Formats MODS / OAI Dublin Core / RIS


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Description Dissertation/Thesis