Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector
This study aims to investigate how consumer-celebrity match impacts brand engagement and loyalty in the hospitality industry with an effort to understand better consumer-celebrity marketing and its underlying principles the Meaning Transfer Model (MTM) and Customer Brand Engagement (CBE) were app...
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| Hoofdauteurs: | , , , |
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| Formaat: | Journal article |
| Taal: | English |
| Gepubliceerd in: |
Middlesex University Mauritius
2024
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| Onderwerpen: | |
| Online toegang: | https://scholar.dlu.edu.vn/handle/123456789/3558 |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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