… Both brand attachment and customer trust fully mediated the influence of customer engagement
on brand loyalty. Specifically, the customer engagement-brand attachment-brand loyalty …

… effect from customer engagement on brand loyalty and a moderating effect of … customer
engagement. First, active as well as passive engagement activity has an impact on brand loyalty. …

… brand loyalty can be strengthened not only through the service consumption experience but
also through customer engagement … between customer engagement and key brand loyalty …

… among online social media, customer engagement and brand loyalty. The study model
was … of customer engagement and has significant direct impact on customer engagement. …

… Meanwhile, others uncovered that brand attitudes affected brand loyalty negatively (Cho et
al., … of customer engagement through customer satisfaction and brand trust on brand loyalty. …

… The present study follows a correlational study design to determine the relationship between
customer engagement, brand loyalty and social interactivity in a quantifiable manner that …

… brand loyalty to capture the overall attitudinal loyalty to a specific brand rather than directly
measuring actual brand-loyal … ) were adapted to measure brand loyalty. The measurement …

… a service brand will discover its inability to satisfy customers via … This paper considers brand
loyalty as the expression of … to stay loyal, recommend the brand, and choose the brand again…

… the influence of customer–brand engagement on brand loyalty (β … of customer–brand
engagement in determining brand loyalty … customer identification and customer engagement, …

… literature because without trustworthiness, customers’ trust may … brand loyalty formation via
customer engagement. This study is timely because brand loyalty and customer engagement …