Brand marketing programs and consumer loyalty : evidence from mobile phone users in an emerging market
Raphael Odoom
| Year of publication: |
2016
|
|---|---|
| Authors: | Odoom, Raphael |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 25.2016, 7, p. 651-662
|
| Subject: | Branding | Brand loyalty | Consumer behaviour | Emerging market | Mobile phone users | Konsumentenverhalten | Mobiltelefon | Mobile phone | Markenführung | Brand management | Mobilkommunikation | Mobile communications | Schwellenländer | Emerging economies | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markentreue | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-04-2016-1141 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011616251