Engaging with omnichannel brands : the role of consumer empowerment
Year of publication: |
2023
|
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Authors: | Itani, Omar S. ; Loureiro, Sandra Maria Correia ; Ramadan, Zahy |
Published in: |
International journal of retail and distribution management. - Bingley : Emerald, ISSN 1758-6690, ZDB-ID 2032071-1. - Vol. 51.2023, 2, p. 238-261
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Subject: | Brand familiarity | Consumer empowerment | Consumer engagement | Integrated interactions | Omnichannel retailing | S-O-R framework | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Social Web | Social web |
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