Positive and negative effects of affective and continuance brand commitment in a service context
Year of publication: |
2017
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Authors: | Raju, Sekar |
Published in: |
Journal of Indian business research. - Bingley : Emerald, ISSN 1755-4195, ZDB-ID 2473958-3. - Vol. 9.2017, 2, p. 133-148
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Subject: | Services | Affective commitment | Brand commitment | Continuance commitment | Investment model | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Mitarbeiterbindung | Employee retention | Emotion | Konsumentenverhalten | Consumer behaviour |
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