Hollebeek, Linda D.; Muniz-Martinez, Norberto; Clark, … - In: Organizations and Markets in Emerging Economies 13 (2022) 2, pp. 284-299
Emerging markets are a major contributor to global GDP, thus offering a primary source for economic growth. However, despite these acclaimed benefits, little remains known regarding customer engagement (i.e., a customer's resource investment in his/her brand interactions) in emerging markets,...
