Consumer brand engagement concept and measurement : toward a refined approach
Year of publication: |
2022
|
---|---|
Authors: | Lourenço, Carlos Eduardo ; Hair, Joseph F. ; Zambaldi, Felipe ; Ponchio, Mateus Canniatti |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 68.2022, p. 1-14
|
Subject: | Consumer brand engagement | Expectancy theory | Scale development | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Markenimage | Brand image | Messung | Measurement |
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