Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity

Spanish Journal of Marketing - ESIC, 2018-12, Vol.22 (3), p.319-337 [Peer Reviewed Journal]

Raouf Ahmad Rather, Shehnaz Tehseen and Shakir Hussain Parrey. ;Raouf Ahmad Rather, Shehnaz Tehseen and Shakir Hussain Parrey. This work is published under https://creativecommons.org/licenses/by-nc/3.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2444-9709 ;ISSN: 2444-9695 ;EISSN: 2444-9709 ;DOI: 10.1108/SJME-06-2018-0030

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