Original paper

Antecedents and consequences of customer brand engagement in integrated resorts

Volume: 75, Pages: 144 - 152
Published: Sep 1, 2018
Abstract
The present study identifies the key antecedents and outcomes of customer brand engagement in the integrated resort context using a mixed method. A qualitative study reveals that integrated resort brand experience is multidimensional, and varying effects on brand engagement is found from a quantitative study. In particular, sensory and affective experiences all positively influence cognitive engagement. In addition, behavioral experience...
Paper Details
Title
Antecedents and consequences of customer brand engagement in integrated resorts
Published Date
Sep 1, 2018
Volume
75
Pages
144 - 152
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