The effect of brand personality and brand satisfaction on brand loyalty: a conceptual paper
Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Today, brand loyalty plays a vital part in strategic management. It is surely true that the loyalty to the brand is amongst the most impor...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Macrothink Institute
2015
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/60457/ http://dx.doi.org/10.5296/jmr.v7i2.6924 |
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