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Keywords: Ongoing search behaviour
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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
... to analyse the data. Findings The results reveal that consumers’ enduring involvement and ongoing information search behaviour are key drivers of CBE, ultimately enhancing customers’ brand attitude. The importance of enduring involvement in strengthening ongoing search behaviour, online engagement...
