... Brand community Customer engagement Netnography Gamification Customer engagement behavior Customer engagement emotion Contemporary marketing thinking increasingly recognizes that through non-transactional customer engagement (CE), customers are able to contribute a broad range of resources...

... relationship exists between a customer's ISC and his or her purchase of the organization's logo/branded merchandise. Customer voluntary performance Organizational identification Logo merchandise Commercial friendships Brand community Self‐identity Pooled affiliations Customers Logos Brands...