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Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands

Ana Javornik & Andreina Mandelli

Journal of Database Marketing & Customer Strategy Management2012https://doi.org/10.1057/dbm.2012.29article
ABDC C
Weight
0.68

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67 citations

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https://doi.org/https://doi.org/10.1057/dbm.2012.29

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@article{ana2012,
  title        = {{Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands}},
  author       = {Ana Javornik & Andreina Mandelli},
  journal      = {Journal of Database Marketing & Customer Strategy Management},
  year         = {2012},
  doi          = {https://doi.org/https://doi.org/10.1057/dbm.2012.29},
}

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Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands

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Evidence weight

0.68

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.86 × 0.4 = 0.34
M · momentum0.76 × 0.15 = 0.11
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.