Achieve Greater Consumer Based Engagement by Understanding How it Works

Brand managers emphasise the importance of the relationship among consumers and between them and their social context as key drivers affecting Consumer Based Engagement (CBE).

This is evident in the current formulation of the communication mix on the part of brand managers, leveraging on the capability of brand messages and media context to elicit emotional responses, co-create multi-sensory consumption experiences, and encourage consumer–brand-related behaviours (e.g. positive word-of-mouth and brand endorsement among peers carried out in both face-to-face and internet-mediated contexts).

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