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Keywords: Brand engagement in self-concept
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2021) 22 (1): 112–130.
Published: 31 March 2020
...Ahmed Rageh Ismail; Bang Nguyen; Junsong Chen; T.C. Melewar; Bahtiar Mohamad Purpose This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment...
