How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-A...
How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities
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Publisher
Oxford University Press
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Language
English
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Publisher
Oxford University Press
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Contents
To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 ela...
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Full title
How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities
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TN_cdi_crossref_citationtrail_10_1093_jcr_ucz006
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https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_citationtrail_10_1093_jcr_ucz006
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ISSN
0093-5301
E-ISSN
1537-5277
DOI
10.1093/jcr/ucz006
