Kuikka, Anna; Laukkanen, Tommi - In: Journal of Product & Brand Management 21 (2012) 7, pp. 529-537
Purpose – The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market. Design/methodology/approach – A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery...