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Keywords: Enduring involvement
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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
...Man Lai Cheung; Guilherme D. Pires; Philip J. Rosenberger III Purpose This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing information search behaviour, online engagement behaviour...
