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Keywords: Self-brand image congruency
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Journal Articles
Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth
Available to Purchase
Journal:
Online Information Review
Online Information Review (2017) 41 (7): 985–1005.
Published: 13 November 2017
... and outcomes of online consumer engagement are rare. This paper contributes to the fledgling online consumer engagement literature by analyzing three antecedents: involvement, OBE, and self-brand image congruency. For the first time, brand love and satisfaction were considered as direct outcomes of online...
