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Keywords: FBP commitment
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2020) 38 (6): 713–729.
Published: 11 December 2019
... between entertainment motive and customer engagement is found to be insignificant. Additionally, customer engagement is found to be positively related to FBP trust and FBP commitment. Further, the study highlights that the different types of FBPs are guided by different relationship principles. Hence...
