The impact of touchpoints on customer engagement : the mediating role of relationship quality and brand attachment
Surasak Suthongwan and Chanongkorn Kuntonbutr
| Year of publication: |
2023
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|---|---|
| Authors: | Surasak Suthongwan ; Chanongkorn Kuntonbutr |
| Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 14.2023, 2, p. 156-170
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| Subject: | customer engagement | traditional touchpoint | digital touchpoint | relationship quality | brand attachment | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJEMR.2023.129871 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014310005