Customer Engagement through Love and Trust: Building Brand Equity in the Retail Industry
This research study examines retailer brand equity on the basis of customer brand engagement with the mediating effect of brand love and brand trust. The main objective of this study is to find how customer’s engagement, interaction and trust lead to an increased Retailers Brand Equity. The study h...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Marketing Management, University of South Africa
2022-06-01
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| Series: | The Retail and Marketing Review |
| Subjects: | |
| Online Access: | https://retailandmarketingreview.co.za/wp-content/uploads/2022/07/RMR18_1_25-41.pdf |