Are you engaged? The influence of brand schematicity on online brand engagement and brand purchase
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DOI: 10.1108/jrim-09-2019-0149
Abstract: Purpose Consumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to examine if consumers’ brand schematicity, a generalized consumer… read more here.
Keywords: brand engagement; brand; online brand; brand schematicity ... See more keywords