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The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness

Using the extended Resource Investment Model, this study investigated the effect of customerbrand investments in building a strong customer engagement. Data were collected from a sample of 200 mobile phone customers using self-administered questionnaire, and analyzed through the utilization of mu...

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Bibliographic Details
Main Authors:	Zuraidah Zainol, Norjaya Mohd. Yasin, Nor Asiah Omar, Nik M. Hazrul Nik Hashim, Juliana Osman
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2015
Online Access:	http://journalarticle.ukm.my/9525/ http://journalarticle.ukm.my/9525/1/11145-30910-1-PB.pdf

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