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~subject:"Kundenbindungsprogramm"
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IIMB management review
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Journal of marketing theory and practice
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Mediating effect of loyalty program membership on the relationship between advertising effectiveness and brand loyalty
Maity, Moutusy
;
Gupta, Seema
- In:
Journal of marketing theory and practice
24
(
2016
)
4
,
pp. 462-481
Persistent link: https://www.econbiz.de/10011600577
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Navigating from programme loyalty to company loyalty
Gupta, Seema
;
Gupta, Tanvi
;
Shainesh, G.
- In:
IIMB management review
30
(
2018
)
3
,
pp. 196-206
Persistent link: https://www.econbiz.de/10012028971
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