Antecedents and consequences of luxury brand engagement in social media
Abstract
Purpose The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook. Design/methodology/approach Data were collected through an online questionnaire completed by fans/followers of luxury brands’ Facebook pages. The...
Paper Details
Title
Antecedents and consequences of luxury brand engagement in social media
Published Date
Sep 9, 2019
Volume
23
Issue
2
Pages
163 - 183
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