Chapter 6: 

Building Customer Loyalty and Advocacy through Engagement Programs

Author Information

Anees Ahmad
Assistant Professor, Marketing
International Management Institute, Kolkata, India

Nana Dyki Dirbawanto
Lecturer of Business Administration
University of North Sumatra, Indonesia

Rights and Permissions

Open Access. This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were mad

Cite this Chapter

Ahmad, A., Dirbawanto, N. D. (2024). Building Customer Loyalty and Advocacy through Engagement Programs. In: Lee, S., Ahmad, A., Tharpe, C. T., Escalada, S. M. (eds) Strategies for Brand Communications and Management. Great Britain Press and Publications. https://doi.org/10.17605/osf.io/2xuk4_6-6

Editors and Affiliations

Sungho Lee
Professor of Marketing
University of Seoul, South Korea

Anees Ahmad
Assistant Professor, Marketing
International Management Institute, Kolkata, India

Contrecia T. Tharpe
Founder and CEO
FayeVaughn Creative, New York, United States

Santiago Mayorga Escalada
Associate Professor
Communication Sciences International University of La Rioja, Spain