Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands
نویسندگان
چکیده
منابع مشابه
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INTRODUCTION The term customer engagement, which most often refers to the customer’s increasingly active role either with regards to the customer’s emotional or cognitive involvement with brands, their behavioral manifestations beyond purchase in interaction with brands or their role in the value co-creation process, has been consolidated in the literature in the recent years as a relevant conc...
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ژورنال
عنوان ژورنال: Journal of Database Marketing & Customer Strategy Management
سال: 2012
ISSN: 1741-2447
DOI: 10.1057/dbm.2012.29