Shaping customer brand loyalty during the pandemic : the role of brand credibility, value congruence, experience, identification, and engagement
Year of publication: |
2022
|
---|---|
Authors: | Rather, Raouf Ahmad ; Hollebeek, Linda D. ; Tan Vo Thanh ; Ramkissoon, Haywantee ; Leppiman, Anu ; Smith, Dale |
Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 21.2022, 5, p. 1175-1189
|
Subject: | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Coronavirus | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markentreue | Brand loyalty |
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