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Keywords: Interactive experiences
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Journal Articles
Interactive brand experience pathways to customer-brand engagement and value co-creation
Available to Purchase
Journal of Product & Brand Management (2016) 25 (5): 402–408.
Published: 15 August 2016
...Bill Merrilees Purpose The paper aims to address a question posed by Ruth Bolton (2011):“What kinds of interactive experiences lead to favourable customer engagement rates”? Design/methodology/approach Building on the literature, the paper develops different interactive experience pathways...
