“I love your brand! I engage with you, and I do online brand-related activities (COBRAs)”: the role of brand value
Purpose – Few studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer’s decision to engage in online brand-related activities, considering the mediating effect of attitudinal brand engag...
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| Auteurs principaux: | , , |
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| Format: | Artigo |
| Langue: | Inglês |
| Publié: |
Emerald Publishing
2025-06-01
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| Collection: | European Journal of Management and Business Economics |
| Sujets: | |
| Accès en ligne: | https://www.emerald.com/insight/content/doi/10.1108/EJMBE-10-2023-0331/full/pdf |
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