The dimensions of brand romance as predictors of brand loyalty among cell phone users
The dimensions of brand romance as predictors of brand loyalty among cell phone users
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Publisher
Pretoria: University of Pretoria
Journal title
Language
English
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Publisher
Pretoria: University of Pretoria
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Scope and Contents
Contents
In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. Nurturing brand romance has been suggested to marketers to cultivate emotional attachments between consumers and brands so a...
Alternative Titles
Full title
The dimensions of brand romance as predictors of brand loyalty among cell phone users
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Author / Creator
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TN_cdi_doaj_primary_oai_doaj_org_article_dffffcd0324e462e81246d1814b095ba
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_doaj_primary_oai_doaj_org_article_dffffcd0324e462e81246d1814b095ba
Other Identifiers
ISSN
1015-8812,2222-3436
E-ISSN
2222-3436
DOI
10.4102/sajems.v17i4.721
