Browsing Research Articles (Marketing Management) by Subject "Consumer relationship management (CRM)"
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Browsing Research Articles (Marketing Management) by Subject "Consumer relationship management (CRM)"
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(Springer, 2023-08)This paper examines key relational drivers and brand outcomes of consumer–brand engagement (CBE) in smartphone (product) and social media (service) brand contexts. The study utilised structural equation modelling to analyse ...
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