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Leveraging brand coolness for building strong consumer-brand relationships : different implications for products and services
Tran Trieu Khai; Anh Tran Tram Truong; Truong, Van-Anh T.; … - In: The journal of product & brand management 33 (2024) 2, pp. 258-272
Persistent link: https://www.econbiz.de/10014486340
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Fifteen years of customer engagement research : a bibliometric and network analysis
Hollebeek, Linda D.; Sharma, Tripti Ghosh; Pandey, Ritesh; … - In: The journal of product & brand management 31 (2022) 2, pp. 293-309
Persistent link: https://www.econbiz.de/10013164323