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Keywords: Consumer brand engagement
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Journal Articles
International Journal of Bank Marketing (2020) 38 (2): 332–351.
Published: 14 November 2019
...Heikki Karjaluoto; Aijaz A. Shaikh; Matti Leppäniemi; Roope Luomala Purpose The purpose of this paper is to develop and test a conceptual model that combines the modified Unified Theory of Acceptance and Use of Technology (UTAUT2) with a consumer brand engagement (CBE) model to predict consumers...
