Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
84IN
En
Customer Engagement
Family
11. Relationships and Customer Equity (IV · Customer and Brand Assets)
Era
Period 6: Engagement and Networks, 2010s
Block
IN · Inputs: resources and assets
Tier
Landmark
Cell card
Description
van Doorn et al. defined customer engagement behaviors as behavioral manifestations toward a brand or firm beyond purchase, and Brodie et al. developed customer engagement as a psychological state that arises in interactive, cocreative customer experiences.
Managerial Implications
Customers contribute value beyond purchase: through referrals, reviews, content, feedback, and helping other customers. Engagement behaviors can be positive or negative, and they are driven by customer motives and by what the firm enables. Managers should measure engagement as a separate asset from sales, make contribution easy and recognized, and monitor negative engagement, because an engaged critic reaches more people than a satisfied silent customer.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
