Investigating the role of customer brand engagement and relationship quality on brand loyalty : an empirical analysis
Samala Nagaraj, Sapna Singh
| Year of publication: |
July-September 2018
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| Authors: | Samala, Nagaraj ; Singh, Sapna |
| Published in: |
International journal of e-business research : an official publication of the Information Resources Management Association. - Hershey, Pa. : IGI Global, ISSN 1548-1131, ZDB-ID 2201735-5. - Vol. 14.2018, 3, p. 34-53
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| Subject: | Cocreate | Customer Engagement | Facebook | Online Communities | Participation | Relationship Quality | Serial Mediation | Social Media | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Kundenintegration | Customer integration | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.4018/IJEBR.2018070103 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011886502