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How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection
Waqar Nadeem,
Teck Ming Tan,
Mina Tajvidi,
Nick Hajli 
Technological Forecasting and Social Change, Volume: 171, Start page: 120952
Swansea University Author:
Nick Hajli
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DOI (Published version): 10.1016/j.techfore.2021.120952
Abstract
How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection
| Published in: | Technological Forecasting and Social Change |
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| ISSN: | 0040-1625 |
| Published: |
Elsevier BV
2021
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa57189 |
| Tags: |
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| Keywords: |
Social commerce; Consumer engagement; Experiential value; Value co-creation; Self-brand connection; Brand relationship performance |
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| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
120952 |