"Online Touchpoints Matter!" - An Empirical Analysis of Consumer-Brand Relationships in Retail Settings
Brand touchpoints represent any communicative touchpoints between consumers and brands along the customer journey and are thus essential for the success of retail brands (Ieva and Ziliani, 2018). However, the current pandemic crisis is characterized by some severe restrictions on brick-and-mortar re...
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| Автори: | , |
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| Формат: | Artigo |
| Мова: | Inglês |
| Опубліковано: |
The Bucharest University of Economic Studies Publishing House
2021-08-01
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| Серія: | Journal of Emerging Trends in Marketing and Management |
| Предмети: | |
| Онлайн доступ: | http://www.etimm.ase.ro/RePEc/aes/jetimm/2021/ETIMM_V01_2021_34.pdf |
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