Handbook of Research on Customer Engagement
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Handbook of Research on Customer Engagement

Edited by Linda D. Hollebeek and David E. Sprott

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.
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Chapter 13: Positively and negatively valenced customer engagement: the constructs and their organizational consequences

Julia Marbach, Niloofar Borghei Razavi, Cristiana R. Lages and Linda D. Hollebeek

Abstract

Until recently, the majority of academic research on customer engagement (CE) has focused on the concept’s positive valence that reflects consumers’ favorable brand-related cognitions, emotions, and behaviors, which typically contribute positively to brand performance. While the existence of negative CE manifestations has been recognized, little is known regarding their particular expressions, characteristics, and position in the broader nomological network, as explored in this chapter. While the antecedents and consequences of unidimensional and multidimensional negatively valenced CE (NVCE) have been explored in the literature, the consequences of multidimensional NVCE, particularly those at the organizational level, remain nebulous, as explored in this chapter. In addition, we examine organizational-level consequences of positively valenced CE (PVCE) that are contrasted to those of NVCE. To achieve these objectives, we first conceptualize positively and negatively valenced CE, followed by an exploration of their respective consequences. We conclude by offering specific managerial recommendations to increase positive CE whilst halting the concept’s negative expressions.

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