Does loyalty matter? : impact of brand loyalty and sales promotion on brand equity
Joshy Joseph, Bharadhwaj Sivakumaran, and Shawn Mathew
| Year of publication: |
2020
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| Authors: | Joseph, Joshy ; Sivakumaran, Bharadhwaj ; Mathew, Shawn |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 26.2020, 4, p. 524-543
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| Subject: | Brand attitude | brand equity | brand loyalty | cfb and non-cfb promotions | loyalty segmentation | sales promotions | Verkaufsförderung | Sales promotion | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markentreue | Brand loyalty | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2020.1719953 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012179140