Antecedents of consumer brand engagement and brand loyalty
Year of publication: |
May 2016
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Authors: | Leckie, Civilai ; Nyadzayo, Munyaradzi ; Johnson, Lester W. |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 32.2016, 5/6, p. 558-578
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Subject: | Consumer brand engagement | consumer involvement | consumer participation | self-expressive brand | brand loyalty | mobile phone service providers | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markentreue | Brand loyalty | Markenartikel | Brand | Mobiltelefon | Mobile phone | Kundenzufriedenheit | Customer satisfaction | Markenimage | Brand image | Kundenintegration | Customer integration |
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