... identify customer brand engagement following purchase as an instrumental mechanism for managing potential inner tensions created by dueling motives in green post-purchase customer reactions. Additionally, we respond to calls for engagement-based boundary conditions by highlighting the moderating role...

...Garima Malik; Debasis Pradhan; Bikash Kumar Rup Purpose Extant literature shows that gamification is an effective tool for enhancing customer brand engagement. However, there is a need for a structured review of the literature on how and to what extent gamification fosters customer brand...

...Paul Harrigan; Sanjit K. Roy; Tom Chen Purpose Drawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social...