Browsing Conference Papers by Author "Donyawan Yotviriyapanit"
Customer engagement as the moderating variable on brand engagement and firm’s performance in emerging countries Donyawan Yotviriyapanit; Kriengsin Prasongsukarn (2015-11)
Brand engagement is not a new term or idea for practitioners to emphasize on developing meaningful relationship with consumers. The main purpose of this paper is to examine and conceptually develop the brand engagement model, in order to investigate customer engagement as the variable that moderates the degree of brand engagement. The paper reviews the brand orientation that firms need to start as the fundamental idea when developing brand engagement. The paper also discusses the skepticism construct of customer engagement that ...