The Effect of Customer-Brand Relationship Investments on Customer Engagement: An Imperative for Sustained Competitiveness
2022-10-08
Using the extended Resource Investment Model, this study investigated the effect of customer-brand investments in building a strong customer engagement. Data were collected from a sample of 200 mobile phone customers using selfadministered questionnaire, and analyzed through the utilization of multiple linear regressions analysis. The findings revealed that investments inContinue Reading