Browsing by Author "Gupta, Ashish"
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Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
Raed, Algharabat; Rana, Nripendra P.; Alalwan, Ali Abdallah; Baabdullah, Abdullah; Gupta, Ashish ( Elsevier , 2020 , Article)The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer ...