A Comprehensive Customer Brand Engagement Model Including Purchase History Data:
In recent years, customer brand engagement has received increasing attention in both practice and academic research. The purpose of this study is to measure customer brand engagement as a subset of cognitive, affective, and behavioral factors, and to clarify the position of engagement and its relati...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2022-02-01
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| Series: | Maketingu rebyu |
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| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/3/1/3_2022.007/_html/-char/en |