Relationship between customer engagement and emotional attachment for products having different levels of involvement a study with reference to urban consumers of india

Abstract

newlineIn the present millennium, the pandemic has created havoc in our life with significant impact newlinein various fields of our life. To stay relevant in this market, the intangibles associated with a newlinebrand is the key to success for the brand. Keeping this aspect in mind, the section focuses on newlineunderstanding the two different marketing constructs Customer Engagement and Emotional newlineAttachment, as well as their relevance in today s age of cut throat competition, where every newlinebrand or organization is struggling for sustenance.