Date of Award
Winter 3-22-2025
Document Type
Dissertation
Degree Name
Ph.D. in Quantitative Research Methods
Organizational Unit
Morgridge College of Education, Research Methods and Information Science, Research Methods and Statistics
First Advisor
P. Bruce Uhrmacher
Second Advisor
Rashida Banerjee
Third Advisor
Yashar Atefi
Fourth Advisor
Nicholas Cutforth
Copyright Statement / License for Reuse
All Rights Reserved.
Keywords
Brand relationship, Consumer engagement, Educational criticism and connoisseurship, Marketing, Purchase funnel
Abstract
We don’t just buy tangible items anymore; we buy services that foster deeper and deeper relationships between ourselves and the companies that provide them. Even classic manufacturing companies have begun to consider the interaction with their customers as ongoing relationships beyond a goods exchange. Researchers in the field of consumer engagement view this relationship through consideration of intangible operant resources that generate value. The goal of this methodological study was to apply the methodology of educational criticism and connoisseurship to the field of consumer engagement. This approach allowed for consideration of the consumer-brand relationship without relying on discordant value-laden categories currently permeating the field of consumer engagement. The results found four major themes in a consumer’s brand engagement including the importance of strong previous experience with a brand, the importance of small details on brand separation, the replacement of in-person shopping with video sites such as YouTube, and the impact on concept-of-self through brand relationships.
Copyright Date
3-2025
Publication Statement
Copyright is held by the author. User is responsible for all copyright compliance.
Rights Holder
Nathaniel Ahrens
Provenance
Received from author
File Format
application/pdf
Language
English (eng)
Extent
134 pgs
File Size
721 KB
Recommended Citation
Ahrens, Nathaniel, "The Pragmatic Engagement Arc" (2025). Electronic Theses and Dissertations. 2524.
https://digitalcommons.du.edu/etd/2524
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