The author investigates loyalty states as core drivers of
customer engagement so that companies can provide a more
targeted communication based on customer’s loyalty levels,
and perhaps, eventually increase the consumers’
engagement. Responses from 193 customers that were
asked to fill out a structured questionnaire in the context of
virtual brand communities were analyzed quantitatively with
regards to the brand loyalty states, psychological and
behavioral customer engagement constructs. The results
demonstrate that specific loyalty states drive specific
customer engagement states. These results are useful for
managers in the endeavor to reap the firm performance
outcomes of having more engaged customers.
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