The objective of this paper is to present a comprehensive framework of relationships among corporate brand image (CBI), satisfaction, and loyalty. Three hypotheses are proposed and tested in this study: (1) Corporate brand image is antecedent to customer satisfaction, (2) The relationship...

El objetivo del presente trabajo es presentar las relaciones entre imagen de marca corporativa (CBI), satisfacción y lealtad en el contexto de una Escuela de Negocios de la Argentina. Se proponen y validan tres hipótesis en este estudio: (1) la imagen de marca es un antecedente de la...

The objective of this paper is to present a comprehensive framework of relationships among corporate brand image (CBI), satisfaction, and loyalty. Three hypotheses are proposed and tested in this study: (1) Corporate brand image is antecedent to customer satisfaction, (2) The relationship...