“…Nevertheless, the dominant stance in the literature regards engagement as a behavioural manifestation, on the basis that taking action is what really differentiates individuals who engage from those who do not (Kumar, Petersen, et al, 2010;Sawhney, Verona, & Prandelli, 2005;Verhoef, Frances, & Hoekstra, 2002). However, some studies see the concept as emotional (Catteeuw, Flynn, & Vonderhorst, 2007;Roberts & Davenport, 2002) or cognitive in nature (Guthrie & Cox, 2001), whereas others justify all three dimensions (Brodie et al, 2013;Calder, Malthouse, & Schaedel, 2009;Mollen & Wilson, 2010). This three-dimensional conceptualisation has also been adopted by other engagement research areas, namely employee engagement (Macy & Schneider, 2008;May, Gilson, & Harter, 2004), job and organisation engagement (Koyuncu, Burke, & Fiksenbaum, 2006;Saks, 2006;Schaufeli, Salanova, Gonzalez-Roma, & Bakker, 2002;Seppälä et al, 2009).…”