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Keywords: Active engagement
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (11): 3061–3080.
Published: 11 June 2024
...Chul-Jae Choi; Jialei Xu; Dae-Gyu Min Purpose This study aims to confirm the causal relationship between emotional brand attachment, brand love, and brand commitment, and then explain how these variables affect active engagement. In addition, it is to confirm the effect of brand prestige, brand...
