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WHO AM I? CUSTOMER IDENTIFICATION: A QUANTITATIVE SYNTHESIS
(2017-04-26)
Customer identification defined as ‘customer’s perceived oneness with a company/brand’ is receiving increased attention in marketing. Despite the critical role customer identification plays, there is a lack of comprehensive ...
Three Essays on Expanded Relationship Marketing
(2018-04-09)
Customer engagement has become a recent buzzword in marketing and has emerged as a hot topic among practitioners and academics. However, there is no consensus on how to define customer engagement. This has made it difficult ...