Crossmark

Capturing brand loyalty through customer relationship management: exploring the roles of customer brand engagement and psychological contracts from a dual perspective

Crossref DOI link: https://doi.org/10.1057/s41599-025-05098-y

Published Online: 2025-08-05

Update policy: https://doi.org/10.1007/springer_crossmark_policy

Authors

Fang, Lingzhi Brian

Cheng, Tan

Yang, Heng

Duan, Yajing
License Information

Text and Data Mining valid from 2025-08-05

Version of Record valid from 2025-08-05
More Information

Article History

Received: 27 October 2024

Accepted: 21 May 2025

First Online: 5 August 2025

Competing interests

: The authors declare no competing interests.

: All research procedures were approved by the Ethics Committee of Dali University (Approval No. HSSECDLU-20240501) on May 1, 2024. The research was conducted in line with the 1964 Declaration of Helsinki.

: Consent was provided through the cover letter attached to the questionnaire. All participants fully understood the informed consent form. This process was conducted between June and July 2024. All authors confirm that informed consent was obtained from every participant involved in the study. Participants voluntarily agreed to take part in the research, fully informed that their anonymity would be ensured, that their data would be used solely for research purposes, and that there were no risks associated with their participation. Data were recorded and numbered in Arabic numerals, which did not include participants’ names.

Document is current

Any future updates will be listed below