... through such interaction. © Emerald Group Publishing Limited 2015 Brand community Customer engagement Netnography Gamification Customer engagement behavior Customer engagement emotion The CE concept is considered particularly useful in generating understanding of interactions...

... merchandise Commercial friendships Brand community Self‐identity Pooled affiliations Customers Logos Brands An executive summary for managers and executive readers can be found at the end of this article. Customer voluntary performance (CVP) refers to helpful, discretionary customer...