The impact of relational drivers on customer brand engagement and brand outcomes
Abstract
This study investigates the effects of customers’ trust and satisfaction with the focal brand and brand identification (self-expressive brand) on customer brand engagement (CBE) dimensions (cognitive processing, affection and activation), which can promote brand outcomes (brand evangelism and repurchase intention). The model was tested using survey data from 466 Australian consumers of mobile phone brands. The results suggest that brand trust...
Paper Details
Title
The impact of relational drivers on customer brand engagement and brand outcomes
Published Date
May 16, 2020
Journal
Volume
27
Issue
5
Pages
561 - 578
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Notes
History