What Are the Combinations of Patterns of Brand Engagement Leading to High Brand Loyalty Intentions in Social Media? An Extended Abstract

Agnès Helme-Guizon () and Fanny Magnoni
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Fanny Magnoni: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Date: 2017-04-30
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Published in Marketing at the Confluence between Entertainment and Analytics, Springer International Publishing, pp.1397-1402, 2017, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, ⟨10.1007/978-3-319-47331-4_276⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03591727

DOI: 10.1007/978-3-319-47331-4_276

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