Torres‐Moraga, Eduardo; Vásquez‐Parraga, Arturo Z.; … - In: Journal of Consumer Marketing 25 (2008) 5, pp. 302-313
Purpose – Studies on customer satisfaction and loyalty have focused on brand rather than product. It is not that brand is not important, but the process of loving a brand starts with a product. Customers appreciate products by themselves, independent of the brand, as shown in their pursuit of...