What is it about?
This study investigates customer engagement in the context of fashion apparel. It examines the effects of brand image and brand love on customer engagement. Customer loyalty as an outcome of customer engagement is also studied.
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This page is a summary of: Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands, Journal of Global Fashion Marketing, January 2016, Taylor & Francis,
DOI: 10.1080/20932685.2015.1110041.
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