Satar, Mir Shahid; Rather, Raouf Ahmad; Shahid, Shadma; … - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 10, pp. 2237-2258
-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel … equation modeling. Findings The results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The … findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE …