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/methodology/approach – A proposed model is compared with three...
