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Keywords: Brand familiarity
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Journal Articles
International Journal of Retail & Distribution Management (2023) 51 (2): 238–261.
Published: 22 November 2022
.... Findings show retailer consumer empowerment to intensify the impact of omnichannel retailing on consumer engagement. Results also show brand channels' integrated interactions to increase consumer brand familiarity, which mediates the effect of omnichannel retailing on consumer engagement. Originality...
