Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands

Journal of Database Marketing and Customer Strategy Management

Volumn 19, Issue 4, 2012, Pages 300-310

  Javornik, Ana ^a   Mandelli, Andreina ^b  

^a UNIVERSITY OF LUGANO   (Switzerland)

^b BOCCONI UNIVERSITY   (Italy)

Author keywords

behavioral engagement; Customer engagement; fast moving consumer goods; social media

Indexed keywords

EID: 84871886705     PISSN: 17412439     EISSN: 17412447     Source Type: Journal    
DOI: 10.1057/dbm.2012.29     Document Type: Article

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