importance ? moderate norms-loyalty relationships.----- Methodology: Using a two-study approach focusing on youth, an Australian … generalizablity.----- Practical implications: The significance of both norms suggests that mobile firms should reach youth through … their peers. With youth, social pressure may be influential particularly with hedonic products. However, the different …

of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature … against a single brand loyalty measure for all market types. Marketing practitioners wishing to predict future levels of … switching and low involvement and risk, behavioral measures are appropriate for predicting future brand loyalty levels. However …