Mattison Thompson, Frauke; Newman, Alex; Liu, Martin - In: Journal of Business Research 67 (2014) 11, pp. 2437-2446
In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between these antecedents and brand...