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What is Brand Engagement

Chapter 15
Handbook of Research on the Strategic Management of Family Businesses
A relationship between a brand and its consumers driven by interactions.
Published in Chapter:
Family Business Firms' Branding: Managing Strategic Attributes That Influence Millennial Consumer Behavior
Connie Atristain-Suárez (Universidad Panamericana, Mexico)
Copyright: © 2020 |Pages: 22
DOI: 10.4018/978-1-7998-2269-1.ch015
Abstract
Company decision making tends to center on Millennials, particularly because they represent a significantly large market with many behavioral characteristics and patterns that elude organizational leaders. Family business scholars have not yet delved into this contemporary phenomenon, which is relevant due to shared similarities between millennials and family businesses' values/beliefs. That said, are family business firm (FBF) branding efforts influencing Millennial consumers' behavior? If so, what FBF branding attributes drive Millennial purchase decision-making? This chapter provides insights on FBF branding, with a global presence, and the attributes driving millennials to patronize these firms, and includes quantitative and qualitative analysis and discussion on a conceptual model.
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Chapter 4
Advergames and Children
It is defined as a change in cognitive processes of an individual into final purchase of the product or service or brand.
Published in Chapter: Advergames and Children; From: Application of Gaming in New Media Marketing
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Chapter 15
The Role of Social Media on Dissemination of Information During the COVID-19 Pandemic: Social Media, Dissemination of Information, COVID-19
It points to an effective communication process that institutions/brands have with their target audience/followers.
Published in Chapter: The Role of Social Media on Dissemination of Information During the COVID-19 Pandemic: Social Media, Dissemination of Information, COVID-19; From: Handbook of Research on Representing Health and Medicine in Modern Media
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Chapter 9
Influencer Marketing in the Digital Ecosystem
The concept of engagement is currently used to define the relationship that companies build with all their customers, employees, and Stakeholders in order to create a positive impact on the communities where they operate.
Published in Chapter: Influencer Marketing in the Digital Ecosystem; From: Influencer Marketing Applications Within the Metaverse
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