Mediating effect of loyalty program membership on the relationship between advertising effectiveness and brand loyalty
Moutusy Maity and Seema Gupta
| Year of publication: |
2016
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|---|---|
| Authors: | Maity, Moutusy ; Gupta, Seema |
| Published in: |
Journal of marketing theory and practice. - Statesboro, GA : Assoc., ISSN 1069-6679, ZDB-ID 2034622-0. - Vol. 24.2016, 4, p. 462-481
|
| Subject: | Kundenbindungsprogramm | Loyalty program | Werbewirkung | Advertising effects | Produktqualität | Product quality | Kundenzufriedenheit | Customer satisfaction |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10696679.2016.1205450 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011600577