Närvänen, Elina; Kuusela, Hannu; Paavola, Heli; … - In: International Journal of Retail & Distribution Management 48 (2020) 8, pp. 825-843
Purpose: This paper's purpose is to develop a meaning-based framework for customer loyalty by examining how consumers make sense of customer loyalty through meanings and metaphors. Design/methodology/approach: A qualitative study based on in-depth interviews and focus group data in the retail...