Título
Customer Engagement in Emerging Markets: Framework and Propositions
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Organizations and Markets in Emerging Economies
Número de la revista
2
Datos de la obra
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
Editor
Vilnius University Press
Fecha
2022
ISSN
2029-4581
Abstract
[EN] Emerging markets are a major contributor to global GDP, thus offering a primary source for
economic growth. However, despite these acclaimed benefits, little remains known regarding customer
engagement (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 warranting
the undertaking of further research in this integrative area. In response to this gap, this paper develops
a framework and an associated set of Propositions of emerging market-based customer engagement, by
drawing on Sheth’s (2011) emerging market hallmarks. Specifically, our Propositions postulate that
the emerging market tenets of socio-political governance, inadequate infrastructure, market heterogeneity,
chronic resource shortages, and unbranded competition uniquely affect emerging market-based
customer engagement. We conclude by discussing our findings and by outlining key implications that
arise from our analyses.
Materia
Palabras clave
Idioma
eng
Tipo documental
info:eu-repo/semantics/article
Peer review
SI
URI
DOI
Versión del editor
https://www.journals.vu.lt/omee/article/view/2816
Aparece en las colecciones
- Untitled [5567]