Browsing NHH Brage by Author "Solem, Birgit Andrine Apenes"

Now showing items 1-1 of 1

The process of customer brand engagement in interactive contexts: Prerequisites, conceptual foundations, antecedents, and outcomes

Solem, Birgit Andrine Apenes (Doctoral thesis, 2015-11)

The purpose of this thesis is to develop a conceptual and theoretical understanding of customer brand engagement (CBE) that is useful for practitioners, particularly for service firms utilizing interactive platforms in ...