Brand loyalty in FinTech services: The role of self-concept, customer engagement behavior and self-brand connection
The concurrent effects of customer predispositions, customer engagement behaviour (CEB) and self-brand connections (SBC) on loyalty are less understood. This article will examine how relationship quality and consumer predispositions (self-concept, brand communal focus) affect loyalty, with customer...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2024-03-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853124000349 |