Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?

DOI Web Site 5 References Open Access
  • Kei Aoki
    Department of International & English Interdisciplinary Studies, Osaka Jogakuin University, Osaka Prefecture, Japan
  • Efua Obeng
    Department of Marketing, Howard University, Washington, DC, USA
  • Aberdeen Leila Borders
    Department of Marketing and Professional Sales, Kennesaw State University, Kennesaw, GA, USA
  • Deborah H. Lester
    Department of Marketing and Professional Sales, Kennesaw State University, Kennesaw, GA, USA

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In the digital era, there are several consumer touchpoints and some of them, such as word of mouth, occur even if they are not intended by the firms. Conversation among customers has become one of ...

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