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The Effect of Advertainment toward The Affective Motivations of Online Customer Brand Engagement

In the marketing environment with fierce competition, the development of the social networking sites (SNS) leads to the customers’ willing to actively engage with the brands they like. The improving on customer brand engagement might cause the positive long-term relationship between customers and th...

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Bibliographic Details
Main Author:	Liu, Yen-Chun
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2014
Online Access:	https://eprints.nottingham.ac.uk/27444/

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