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Brand Activation in Driving Customer Engagement: Theoretical and Practice Review

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dc.contributor.author Gunawardane, N.
dc.contributor.author Thilina, D.K.
dc.date.accessioned 2020-06-24T07:53:08Z
dc.date.available 2020-06-24T07:53:08Z
dc.date.issued 2020
dc.identifier.citation Gunawardane, N. and Thilina, D.K. (2020). Brand Activation in Driving Customer Engagement: Theoretical and Practice Review. The International Journal of Business & Management, Vol 8 Issue 5. P.69 en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/21128
dc.description.abstract Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the brand. Literature evidence proves brand activation as an experiential learning technique compels customers to retain brand related information within the minds. The inconclusive literature on brand activation provides the platform further to investigate the area of brand activation with customer driven concepts. The review enlighten the avenues of brand activation in advance, customer engagement use as the outcome variable with brand activation as the predictor variable. The study adopted the literature and case review as the methodology. The review identified that brand activation is as a manipulative factor on customer engagement, and customer loyalty is the final result of it. en_US
dc.language.iso en en_US
dc.publisher The International Journal of Business & Management, Vol 8 Issue 5 en_US
dc.subject Brand activation en_US
dc.subject customer engagement en_US
dc.subject customer experience en_US
dc.subject action learning en_US
dc.title Brand Activation in Driving Customer Engagement: Theoretical and Practice Review en_US
dc.type Article en_US


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