Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector

• المؤلفون الرئيسيون: Rather, R. A., Tehseen, Shehnaz *, Itoo, M. H., Parrey, S. H.
• التنسيق: مقال
• منشور في: Taylor & Francis 2019
• الموضوعات: HM Sociology; TX Home economics
• الوصول للمادة أونلاين: http://eprints.sunway.edu.my/1109/; http://doi.org/10.1080/21639159.2019.1577694

The current study presents an integrated model that explores how customer brand identification (CBI), affective commitment, customer satisfaction, and brand trust influence the development of customer behavioral intention of loyalty (CBIL) in the hospitality sector. The underpinning theories of this...