Cargando…
Consumer Brand Engagement Beyond the “Likes”
In most consumer brand engagement (CBE) scales, indicators of CBE refer to behaviors that are related to social media or online brand communities. CBE also occurs beyond the Internet context in real-life settings. This paper reports the development and validation process of a CBE scale beyond the In...
| Autor principal: | |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2021
|
| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8495011/ https://www.ncbi.nlm.nih.gov/pubmed/34630206 http://dx.doi.org/10.3389/fpsyg.2021.692000 |