Revisiting the consumer brand engagement concept
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DOI: 10.1016/j.jbusres.2019.12.023
Abstract: Abstract Marketing researchers and practitioners almost unanimously agree that consumer engagement has major economic and social benefits. Many published works have attempted to conceptualize, develop, and validate measures of consumer engagement. One seminal study (… read more here.
Keywords: engagement concept; consumer brand; consumer; engagement ... See more keywords