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Keywords: Branded apps
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (4): 562–580.
Published: 14 October 2022
..., this research investigates consumer brand engagement's role in enhancing perceived quality and brand loyalty via value co-creation. Design/methodology/approach Using online survey data from 355 brand app users, a conceptual model is tested employing the partial least squares structural equation modeling...
