Capturing brand loyalty through customer relationship management: exploring the roles of customer brand engagement and psychological contracts from a dual perspective
Abstract Customer brand engagement has always been emphasized by numerous firms on digital media. However, previous studies of customer brand engagement did not reveal its features and functions, which impedes our ability to further comprehend and apply it. Based on psychological contract theory, th...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2025-08-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-025-05098-y |
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