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CUSTOMER ENGAGEMENT AS A PATHWAY TO BRAND LOYALTY: THE ROLE OF BRAND TRUST AND BRAND INTIMACY
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Author(s):
MOHD SUHAIL ,DR. (PROF) TULIKA SAXENA
Vol - 15, Issue- 8 ,
Page(s) : 138 - 145
(2024 )
DOI : https://doi.org/10.32804/IRJMST
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Abstract
Customer engagement has become a central focus in marketing research due to its significant influence on consumer–brand relationships and long-term loyalty.
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