HOW CONSUMER ENGAGEMENT IS RESHAPING MARKETING

When new tools of technology meet the rich resources of marketing research, brand stewards have the chance to rethink the ways they connect with their customers. The following articles offer a full variety of perspectives on how academic thought leadership can enhance the practice of advertising and marketing.

• Customer Empowerment in the Digital Age Oguz Ali Acar (King's College London) and Stefano Puntoni (Erasmus University Rotterdam)
• In the Digital World, Not Everything That Can be Measured Matters: How to Distinguish "Valuable" from "Nice to Know" among Measures of Consumer Engagement Gian M. Fulgoni (cofounder/chairman comScore)
• How to Capture Consumer Experiences: A context-Specific Approach to Measuring Engagement Predicting Consumer Behavior across Qualitatively Different Experience Bobby J. Calder (Northwestern University), Matthew S. Isaac (Seattle University) and Edward C. Malthouse (Northwestern University)
• The Effects of Advertising Consumer Co-Created New Products: A Brand-Alliance Framework Model Can Predict Perceptions about Co-Created Brands and Their Creators Karina T. Liljedal (Stockholm School of Economics)

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