Ottar Olsen, Svein; Alina Tudoran, Ana; Brunsø, Karen; … - In: European Journal of Marketing 47 (2013) 1/2, pp. 303-323
Purpose – This study aims to address the role of habit strength in explaining loyalty behaviour. Design/methodology/approach – The study uses 2,063 consumers' data from a survey in Denmark and Spain, and multigroup structural equation modelling to analyse the data. The paper describes an...