Keywords: Involvement
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Journal Articles
European Journal of Management and Business Economics (2025) 34 (3): 319–339.
Published: 21 July 2023
... of the customer engagement (CE) affect loyalty to consumer brands in traditional settings and in social media; and (3) if involvement moderates the relationships between cognitive and emotional dimensions of CE and between each CE dimension and the two kinds of loyalties (offline and social media). Design...

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