... This study attempts to address these gaps through the simultaneous exploration of customer engagement with the dual foci. Specifically, the gaps are addressed through the identification and empirical testing of two predictors of customer brand engagement identified as brand psychological ownership (BPO...

... to customer satisfaction. Three constructs, brand‐centered HRM, brand psychological ownership, and brand citizenship behaviors, are utilized to examine the process of internal brand management. The first construct, brand‐centered human resource management (HRM), represents managerial practices that improve...