He, Hongwei; Li, Yan; Harris, Lloyd - In: Journal of Business Research 65 (2012) 5, pp. 648-657
identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to … brand loyalty framework. The results offer several theoretical implications. First, this research confirms the presence of … significant direct and indirect effects of brand identity and brand identification on traditional antecedents of brand loyalty (i …