"Online Touchpoints Matter!" - An Empirical Analysis of Consumer-Brand Relationships in Retail Settings
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"Connecting the dots between brand equity and brand loyalty for retailers: The mediating roles of brand attitudes and word-of-mouth communication,"
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More about this item
Keywords
Touchpoints; Omnichannel Retailing; Consumer-Brand Relationships; Customer Journey; Brand Experience.;All these keywords.
JEL classification:
- M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
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