Over the past twenty years brand loyalty has been an important topic for both marketing practitioners and academics. While practitioners have produced proprietary brand loyalty audit models, there has been little academic research to make transparent the methodology that underpins these audits...

While there is substantial research on attitudinal and behavioral loyalty, the deconstruction of attitudinal loyalty into its two key components - emotional and cognitive loyalty - has been largely ignored. Despite the existence of managerial strategies aimed at increasing each of these two...

While there is substantial research on attitudinal and behavioral loyalty, the deconstruction of attitudinal loyalty into its two key components ? emotional and cognitive loyalty ? has been largely ignored. Despite the existence of managerial strategies aimed at increasing each of these two...

Purpose - To investigate the determinants of behavioural brand loyalty amongst dissatisfied customers in the business-to-business (B2B) services sector. Design/methodology/approach - A qualitative study was conducted, with 28 personal interviews undertaken with managers who are involved in the...