title: The customer engagement/value interface: An exploratory investigation

authors: Hollebeek, Linda D.

subjects: customer engagement

abstract: After generating significant interest among marketing practitioners, the customer engagement (CE) concept is rapidly gaining traction in the academic marketing literature. Although pioneering research has provided foundational insights in this emerging area, little is known regarding the ways in which CE may contribute to generating customer value (CV) and ensuing loyalty for utilitarian and hedonic brands. Addressing this research gap, this paper develops a conceptual model of the CE/CV interface for utilitarian and hedonic brands, which proposes: (i) The existence of a curvilinear relationship between CE/CV for utilitarian and hedonic brands; and (ii) Up to a focal brand-, category-, consumer-, and situation-specific optimum, growing CE generates greater CV increases for hedonic, than for utilitarian brands. By drawing on a sample of 14 consumers, depth-interviewing/focus group findings provided exploratory evidence for contentions (i) and (ii). The paper concludes with an overview of key research limitations and implications.

text: The customer engagement/value interface: An exploratory investigation After generating significant interest among marketing practitioners, the customer engagement (CE) concept is rapidly gaining traction in the academic marketing literature. Although pioneering research has provided foundational insights in this emerging area, little is known regarding the ways in which CE may contribute to generating customer value (CV) and ensuing loyalty for utilitarian and hedonic brands. Addressing this research gap, this paper develops a conceptual model of the CE/CV interface for utilitarian and hedonic brands, which proposes: (i) The existence of a curvilinear relationship between CE/CV for utilitarian and hedonic brands; and (ii) Up to a focal brand-, category-, consumer-, and situation-specific optimum, growing CE generates greater CV increases for hedonic, than for utilitarian brands. By drawing on a sample of 14 consumers, depth-interviewing/focus group findings provided exploratory evidence for contentions (i) and (ii). The paper concludes with an overview of key research limitations and implications.

year: 2012

title: Thinkpiece: Making a case for nurturing Pasifika students through the Arts in New Zealand: Now would be a good time

authors: Edwards, Frances

subjects: Pasifika

abstract: This think piece was inspired by observations of students in a school with more than 80 percent Pasifika students and less than 1 percent European students, and in whose community the vibrancy of the Pacific cultures is evident.

text: Thinkpiece: Making a case for nurturing Pasifika students through the Arts in New Zealand: Now would be a good time This think piece was inspired by observations of students in a school with more than 80 percent Pasifika students and less than 1 percent European students, and in whose community the vibrancy of the Pacific cultures is evident.

year: 2016

title: Te whakaihonga: He tikanga tapahi makawe i te ao Māori

authors: McDonald, Rangihurihia Ann

subjects: Tapahi makawe

abstract: E ai ki te Māori, mai anō i a Māui Pōtiki, kua tapahia e te pouaru, e te kirimate, ngō rātou makawe i te tangihanga. He reureu, he tiotio, he pakipaki taha ngētehi o ngā tohu weriweri nei, i tauawhi, i whakaū i te aroha ki te mate. I ngētehi wā, he whakamaumahara, he take whakariri i te ngākau, he utu i te tangi kino o te manawa. Mutu kau ana te tangihanga, ko te heuenga hoki i te whare tauā, ki te wai whakaika. Ko ngētehi take ngēnei o te tapahi makawe a te kirimate, otirā, ko te tino whāinga o tēnei tuhinga whakapae. He whakapono makawe anō i whakaemingia, nā te rangahau mātātuhi, ko ngā pūrākau, ngā mōteatea, ngā whakataukī anō hoki a ngā tūpuna. He tirohanga kaumātua i kohikohingia nā roto mai o te uiui. Waiho mai ana ko ngā tikanga tawhito mō te tapahi i te uru tapu o te tangata, ki te ao tūroa.

text: Te whakaihonga: He tikanga tapahi makawe i te ao Māori E ai ki te Māori, mai anō i a Māui Pōtiki, kua tapahia e te pouaru, e te kirimate, ngō rātou makawe i te tangihanga. He reureu, he tiotio, he pakipaki taha ngētehi o ngā tohu weriweri nei, i tauawhi, i whakaū i te aroha ki te mate. I ngētehi wā, he whakamaumahara, he take whakariri i te ngākau, he utu i te tangi kino o te manawa. Mutu kau ana te tangihanga, ko te heuenga hoki i te whare tauā, ki te wai whakaika. Ko ngētehi take ngēnei o te tapahi makawe a te kirimate, otirā, ko te tino whāinga o tēnei tuhinga whakapae. He whakapono makawe anō i whakaemingia, nā te rangahau mātātuhi, ko ngā pūrākau, ngā mōteatea, ngā whakataukī anō hoki a ngā tūpuna. He tirohanga kaumātua i kohikohingia nā roto mai o te uiui. Waiho mai ana ko ngā tikanga tawhito mō te tapahi i te uru tapu o te tangata, ki te ao tūroa.

year: 2011