How differing demographic factors impact upon customer loyalty towards national or international fast-food chains : a comparative study in emerging markets
Year of publication: |
2017
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Authors: | Srivastava, R. K. |
Published in: |
Journal of food products marketing. - Binghamton, NY : Food Products Pr., ISSN 1045-4446, ZDB-ID 1132941-5. - Vol. 23.2017, 8, p. 901-925
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Subject: | Fast-food chains | fast foods | global brands | local brands | loyalty | Beziehungsmarketing | Relationship marketing | Schnellgastronomie | Fast-food industry | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Fast Food | Fast food | Internationales Marketing | International marketing | Schwellenländer | Emerging economies |
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