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Keywords: Customer brand engagement
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 969–994.
Published: 23 January 2021
... for strengthening dual foci engagement that further generates brand equity. Originality/value Customer brand engagement and brand community engagement had been studied separately in literature ignoring the fact that brand is the raison d’etre of the community. Taking a dual object engagement...
