Brand-to-Brand Engagement

This edited volume provides the first comprehensive examination of brand-to-brand engagement, an emerging form of digital communication in which brands publicly interact with other brands before wider stakeholder audiences. Moving beyond the view of these interactions as isolated social media tactics, it establishes brand-to-brand engagement as a distinct field of inquiry at the intersection of branding, digital marketing, relationship management, social media and service ecosystems. Bringing together leading international scholars, the volume traces the foundations and evolution of engagement theory before examining the strategic purposes and diverse manifestations of brand-to-brand engagement, including praise, humour, rivalry, romantic interactions and roasting. It also addresses contemporary developments including artificial intelligence, authenticity, governance and the changing role of digital platforms. Designed for students, researchers, educators and with acute insights for marketing practitioners, the book provides an integrated theoretical and practical foundation for understanding how organisations initiate, manage and develop relationships with other brands in increasingly networked digital environments. Readers will gain frameworks for analysing inter-brand communication, understanding its strategic and relational implications, and identifying important directions for future research and practice.