This study aims at identifying a novel framework that further explains the relationship between brands and customers in the online context at different touchpoints (e.g. social media, website) of the customer journey. In pursuing this goal, authors expect online brand experience as the main trigger in determining specific customer brand engagement (CBE) behaviours.

• Valentina Mazzoli(University of Pisa, Italy)
• Raffaele Donvito(University of Florence, Italy)
• Laura Grazzini(University of Florence, Italy)