The customer engagement/value interface: An exploratory investigation

► Little is known regarding the CE/CV interface for utilitarian/hedonic brands. ► A conceptual model of the CE/CV interface for these brand types is developed. ► Depth-interview/focus group methodology was used to examine this relationship. ► Up to an optimum, higher CE/CV were found for hedonic, than for utilitarian brands. ► Research limitations and implications are discussed.