BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?

BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?

Brand attachment, customer trust and customer engagement have been recognized for their mandatory role to build a strong brand-customer relationship and brand loyalty. The interactions between theses attitudinal variables have also been examined in different fields. However, no concep...

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Autores principales: ZINEB RHAJBAL, MOUNA HILMI, AYOUB RHAJBAL
Formato: article
Lenguaje:EN
FR
Publicado: Université Mohammed V de Rabat 2021
Materias:
brand attachment
customer trust
customer engagement
affective engagement
calculated engagement
Management. Industrial management
HD28-70
Marketing. Distribution of products
HF5410-5417.5
Acceso en línea:https://doi.org/10.48376/IMIST.PRSM/remarem-v13i1.26617
https://doaj.org/article/a3578e28e6414d6799a38fb17299b9cb
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https://doi.org/10.48376/IMIST.PRSM/remarem-v13i1.26617
https://doaj.org/article/a3578e28e6414d6799a38fb17299b9cb

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