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Keywords: Brand attitude
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Journal Articles
Exploring consumer–brand engagement: a holistic framework
Available to Purchase
Journal:
European Business Review
European Business Review (2021) 33 (1)
Published: 05 September 2020
... and brand attitude in Hong Kong. Design/methodology/approach The theoretical framework is tested using data from 302 customers of a durable technology product, a smartphone, in Hong Kong, collected using a self-administered online survey. Partial least squares-structural equation modelling was used...
