The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model
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DOI: 10.1080/10496491.2020.1809591
Abstract: Abstract In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect of brand engagement and… read more here.
Keywords: overall brand; brand love; brand; brand equity ... See more keywords