Ha, Hong‐Youl; John, Joby; Janda, Swinder; Muthaly, Siva - In: European Journal of Marketing 45 (2011) 4, pp. 673-691
Purpose – This paper aims to model the effect of advertising spending on brand loyalty by examining the simultaneous … effects of advertising spending, store image, perceived quality and satisfaction on brand loyalty. Design … effects of customer perceptions of advertising spending on brand loyalty. Findings – Results elucidate the complexity of …