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Keywords: Customer–brand engagement
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2023) 37 (8): 1018–1031.
Published: 16 May 2023
...Garima Saxena; Sheetal Jain; Sita Mishra Purpose This study aims to examine the effect of consumers’ gaming motivations on customer–brand engagement and the potential of this engagement to develop self–brand connections and affective commitment toward luxury brands. Second, it explores...
