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Customer engagement (CE) with brands has come to hold a major place in brand management research and practice in recent years, since it has been shown to result in increased firm sales, competitive advantage, and stock returns. Scholars have investigated CE's conceptualization, operationalization, and nomological networks in light of various theoretical viewpoints. Despite significant progress, the intellectual framework of the whole literature of CE scholarship remains shaky, as this chapter explores. Customer interaction may have originated in other fields, but then in today's crowded and fiercely competitive industry, it is especially important in marketing. Confidence, dedication, loyalty, and advocacy have all been identified as components of customer involvement. Co-creation was the second aspect that developed. The length of time spent working with the bank was a key element in determining the level of involvement and co-creation.