Assessing the impact of customer engagement on brand performance : the mediating role of customer-based brand equity (CBBE)
Ireneus Gundona, Fred A. Yamoah, and Irfan ul Haq
| Year of publication: |
2023
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|---|---|
| Authors: | Gundona, Ireneus ; Yamoah, Fred A. ; Haq, Irfan ul |
| Published in: |
Corporate Management Ecosystem in Emerging Economies : Global Perspectives. - Cham : Springer International Publishing, ISBN 978-3-031-41578-4. - 2023, p. 403-423
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| Subject: | Brand association | Brand awareness | Brand equity | Brand loyalty | Brand performance | Customer engagement | Perceived quality | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Markentreue | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1007/978-3-031-41578-4_21 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014446150