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Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia

Ahmed Rageh Ismail, Bang Nguyen, Junsong Chen, T.C. Melewar, Bahtiar Mohamad

Young Consumers: Insight and Ideas for Responsible Marketers (2021) 22 (1): 112–130.

https://doi.org/10.1108/YC-07-2019-1017

Published: 31 March 2020

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