The Mediating Role of Customer Engagement on Brand Involvement and Emotional Brand Attachment
Online customer brand engagement (OCBE) has become an important relationship marketing construct within the realm of academics, as well as with practitioners. The emanating literature on OCBE offers diverse definitions, but those that are often presented without a mutual agreement. The extant liter...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Lahore School of Economics
2021-05-01
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| Series: | The Lahore Journal of Business |
| Subjects: | |
| Online Access: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/96 |