Tingchi Liu, Matthew; Chu, Rongwei; Wong, IpKin Anthony; … - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 4, pp. 561-582
Purpose – The purpose of this paper is to examine the relationship among affective loyalty, perceived benefits, attitude towards co‐branded products and the intention to use such products. Design/methodology/approach – In total, 433 valid responses were collected from active...