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Keywords: Functional brands
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Journal Articles
Journal of Product & Brand Management (2019) 28 (2): 274–286.
Published: 28 February 2019
... for functional brand relationships. Originality/value Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge...
