Engaging Brands

Michela Addis is Professor of Marketing at the Università degli Studi di Roma Tre, Italy, where she teaches Business Administration and Management, Marketing Research, and Cultural Marketing.

"From the beginning, those of us with an interest in consumption experiences have recognized their clear relevance to the effective branding of consumer goods and services. But we have lacked clear practical guidance on this topic. Now – in her book on Engaging Brands – Michela Addis explores this theme from the perspective of a dedicated scholar who has long studied various managerially relevant aspects of experiential marketing. Her deep probing of "customer engagement" – replete with plentiful real-world examples – makes her work essential reading for academicians, students, and practitioners alike."Morris B. Holbrook, Professor Emeritus at Columbia University, US"I congratulate the authors for developing this book. It is pleasing to see the applications of our conceptual research with practical and highly relevant cases. This is an essential book for marketing students and practicing managers."Rod Brodie, Professor at University of Auckland Business School, New Zealand

• 1. Customer Engagement: The Brand Goal 2. Customer Experience: The Heart of Branding 3. From Experiences to Loyalty by Way of Emotions 4. The Customer Journey and its Map 5. The Research Techniques for Engaging Brands 6. Integrating Customer Experience through Big Data 7. Measuring Customer Engagement and its Returns 8. From Customer Engagement to Customer Well-being