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Keywords: Customer-brand engagement
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2020) 21 (2): 233–253.
Published: 29 November 2019
...). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement...
