... to the original publication and authors. The full terms of this licence may be seen at Link to the terms of the CC BY 4.0 licence. Omnichannel communication Sustainability Luxury fashion Customer brand engagement The luxury fashion industry occupies a prominent position within the market...

...Garima Malik; Debasis Pradhan Purpose This study aims to examine the influence of gameful experience (GAMEX) on customer brand engagement in the context of e-tailing. Drawing on the self-determination and social learning theories, the authors have developed a comprehensive model incorporating...

... marketers’ understanding of the possible short-term effects of customer participation and customer brand engagement, and caution them to not expect that customer participation will have long-term positive satisfaction and loyalty effects. Originality/value This research provides interesting short...