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Journal Articles
Building love and brand evangelism in emerging markets
Available to Purchase
Journal:
Strategy & Leadership
Strategy & Leadership (2026) 54 (4): 486–511.
Published: 26 August 2025
...Hayford Amegbe; Nkululeko PraiseGod Zungu; Charles Hanu; George Amoako Purpose This study explores the relationship between customer engagement (affective, cognitive, and behavioral aspects) and its impact on brand happiness, evangelism, and love within an emerging African market context, where...
