Ramaswami, Sridhar N.; Raju, Sekar; Page, Dana C. - In: Journal of Indian Business Research 8 (2016) 3, pp. 180-204
Purpose This research aims to examine two constructs that define loyal brand relationships – greater resistance to changing their brand beliefs and attitudes (resistance to change) and greater willingness to shun competitor brands (determinism). The paper develops and tests psychometrically...
