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Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
(Springer, 2021)
Acceso abierto
The aim of this research is to analyze links between customer-based brand equity and customer engagement in the field of experiential services (e.g., private health clinics)—taking an emerging economy context as our ...
The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy
(Elsevier, 2020)
Acceso restringido
The consolidation of Web 2.0 has modified the way people communicate and interact with tourists. User-generated social media communication continues to increase: to the detriment of traditional media channels, where the ...