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Showing 1 to 1 of 1 for “"Brand Disengagement"”.
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Exploring the Effect of Digital Brand Engagement in Self-Concept (BESC) on the Continued Usage of Branded Digital Possessions
… This research focused specifically on consumer brand engagement with branded Smartphone Applications to study the effect of users’ self-concept on the continued usage of digital possessions. The exploratory research approach involved two studies, taking a multi-phase mixed methods approach, …