RT info:eu-repo/semantics/article
T1 Customer Engagement in Emerging Markets: Framework and Propositions
A1 Hollebeek, Linda D.
A1 Muñiz Martínez, Norberto
A1 Clark, Moira K.
A1 Simanaviciute, Agne
A1 Letukyte, Ned
A2 Comercializacion e Investigacion de Mercados
K1 Marketing
K1 Customer engagement
K1 Emerging markets
K1 Framework
K1 Propositions
AB [EN] Emerging markets are a major contributor to global GDP, thus offering a primary source foreconomic growth. However, despite these acclaimed benefits, little remains known regarding customerengagement (i.e., a customer’s resource investment in his/her brand interactions) in emerging markets,thus exposing a pertinent literature-based gap. The development of enhanced insight into customer engagement dynamics in emerging (vs. developed) markets is important, given the idiosyncrasies characterizing these markets (e.g., chronic resource shortages, inadequate infrastructure), thus warrantingthe undertaking of further research in this integrative area. In response to this gap, this paper developsa framework and an associated set of Propositions of emerging market-based customer engagement, bydrawing on Sheth’s (2011) emerging market hallmarks. Specifically, our Propositions postulate thatthe emerging market tenets of socio-political governance, inadequate infrastructure, market heterogeneity,chronic resource shortages, and unbranded competition uniquely affect emerging market-basedcustomer engagement. We conclude by discussing our findings and by outlining key implications thatarise from our analyses.
PB Vilnius University Press
SN 2029-4581
LK https://hdl.handle.net/10612/17659
UL https://hdl.handle.net/10612/17659
NO Hollebeek, L. D., Muñiz-Martínez, N., Clark, M., Simanaviciute, A., y Letukyte, N. (2022). Customer Engagement in Emerging Markets: Framework and Propositions. Organizations and Markets in Emerging Economies, 13(2), 284-299. https://doi.org/10.15388/omee.2022.13.80
DS BULERIA. Repositorio Institucional de la Universidad de León
RD 16-jun-2024