Brand Activation in Driving Customer Engagement: Theoretical and Practice Review

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Date

2020

Journal Title

Journal ISSN

Volume Title

Publisher

The International Journal of Business & Management, Vol 8 Issue 5

Abstract

Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the brand. Literature evidence proves brand activation as an experiential learning technique compels customers to retain brand related information within the minds. The inconclusive literature on brand activation provides the platform further to investigate the area of brand activation with customer driven concepts. The review enlighten the avenues of brand activation in advance, customer engagement use as the outcome variable with brand activation as the predictor variable. The study adopted the literature and case review as the methodology. The review identified that brand activation is as a manipulative factor on customer engagement, and customer loyalty is the final result of it.

Description

Keywords

Brand activation, customer engagement, customer experience, action learning

Citation

Gunawardane, N. and Thilina, D.K. (2020). Brand Activation in Driving Customer Engagement: Theoretical and Practice Review. The International Journal of Business & Management, Vol 8 Issue 5. P.69

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