Kini, Archana Nayak; Savitha, Basri; Hawaldar, Iqbal Thonse - In: Journal of open innovation : technology, market, and … 10 (2024) 1, pp. 1-9
The concurrent effects of customer predispositions, customer engagement behaviour (CEB) and self-brand connections (SBC …) on loyalty are less understood. This article will examine how relationship quality and consumer predispositions (self …-concept, brand communal focus) affect loyalty, with customer engagement behaviour and self-brand connection acting as mediating …