Positively and negatively valenced customer engagement: the constructs and their organizational consequences

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

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)


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.
Original languageEnglish
Title of host publicationHandbook of research on customer engagement
EditorsLinda D. Hollebeek, David E. Sprott
PublisherEdward Elgar Publishing Ltd.
Number of pages20
ISBN (Electronic)9781788114899
ISBN (Print)9781788114882
Publication statusPublished - 1 Jan 2019
Externally publishedYes


  • Positively/negatively valenced CE
  • Nomological network
  • Managerial implications


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