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Perceived brand authenticity and social exclusion as drivers of psychological brand ownership
Kumar, Vikas; Kaushal, Vikrant - In: Journal of retailing and consumer services 61 (2021), pp. 1-10
Persistent link: https://www.econbiz.de/10012581919
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Drivers of brand community engagement
Kumar, Jitender; Kumar, Vikas - In: Journal of retailing and consumer services 54 (2020), pp. 1-12
Persistent link: https://www.econbiz.de/10012238383
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E-retail factors for customer activation and retention : an empirical study from Indian e-commerce customers
Kumar, Vikas; Ayodeji, Ogunmola Gabriel - In: Journal of retailing and consumer services 59 (2021), pp. 1-11
Persistent link: https://www.econbiz.de/10012434257
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Role of customer perceived brand ethicality in inducing engagement in online brand communities
Kumar, Vikas; Kaushal, Vikrant; Shashi - In: Journal of retailing and consumer services 71 (2023), pp. 1-8
Persistent link: https://www.econbiz.de/10014253572