Introduction: Customer engagement and organizational performance: A financial perspective

Bobby J. Calder*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingForeword/postscript

2 Scopus citations


In this section, we explore the contribution of customer or consumer engagement (CE) to macro-level organizational performance. To do so, I first outline how brand engagement differs from conventional branding, followed by the establishment of a link from CE to organizational performance. Next, the importance of CE’s contribution to economic value creation is addressed, followed by avenues for further research in this growing area. Each of the chapters comprising this section address specific research areas. The proposed framework connecting CE to macro-level organizational performance is developed by establishing CE’s relevance to the strength of consumer brands and the value of such brands to the organization as valuable economic assets. The further implication of this framework is that information about brand value can guide the flow of investor resources, both externally and internally, into increasing CE and thereby creating value for consumers.

Original languageEnglish (US)
Title of host publicationHandbook of Research on Customer Engagement
PublisherEdward Elgar Publishing Ltd.
Number of pages12
ISBN (Electronic)9781788114899
ISBN (Print)9781788114882
StatePublished - Jan 1 2019

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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