Revisiting the consumer brand engagement concept
Obinna O. Obilo, Ellis Chefor, Amin Saleh
| Year of publication: |
2021
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|---|---|
| Authors: | Obilo, Obinna O. ; Chefor, Ellis ; Saleh, Amin |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 126.2021, p. 634-643
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| Subject: | Brand identification | Co-creation | Consumer brand engagement | Engagement | Scale development | Social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.12.023 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494330