The role of consumer-brand engagement in a digital marketing era
The purpose of this thesis is to understand the role of consumer-brand engagement in a digital marketing era. We explore the consumer-brand engagement construct in relation to consumers as the engagement subjects, and brands (i.e., brand/companies) as the engagement objects. Our intention is to cont...
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| Format: | doctoralThesis |
| Language: | eng |
| Published: |
2018
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| Online Access: | http://hdl.handle.net/10071/15736 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/15736 |