Fatma, Smaoui; Azza, Temessek Behi - In: Micro & Macro Marketing (2011) 2, pp. 255-272
The aim of the paper is to analyse similarities and differences between the brand engagement and the brand attachment constructs. Theimportance and role of these two concepts in an exchange context andparticularly in the brand loyalty process framework is first stressed in this article. Each of...