Role of brand experience, brand trust and brand love in assessing brand loyalty : a study of fashion jewellery brands among women
Year of publication: |
2022
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Authors: | Nim, Dheeraj ; Jaggi, Shamily ; Gursimranjit Singh |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 17.2022, 1/2, p. 200-216
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Subject: | branding | brand love | brand trust | brand experience | brand loyalty | brand satisfaction | jewellery | mediation | structural equation modelling | SEM | SMART PLS | women | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Vertrauen | Confidence | Strukturgleichungsmodell | Structural equation model | Emotion | Markentreue | Brand loyalty | Kundenzufriedenheit | Customer satisfaction |
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