Chahal, Hardeep; Bala, Madhu - In: Vision 14 (2010) 1-2, pp. 1-12
equity or an outcome of brand equity or as a moderating factor that acts as a mediator between attitudinal loyalty and … loyalty and results in behavioural loyalty (Model 1), brand loyalty viz. both attitudinal loyalty and behavioural loyalty can … respectively. The findings of the study support all three hypotheses i.e. brand equity is the resultant factor of attitudinal …