The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness
Using the extended Resource Investment Model, this study investigated the effect of customerbrand investments in building a strong customer engagement. Data were collected from a sample of 200 mobile phone customers using self-administered questionnaire, and analyzed through the utilization of mu...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2015
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| Online Access: | http://journalarticle.ukm.my/9525/1/11145-30910-1-PB.pdf |