Hwang, Jinsoo; Joo, Kyu-Hyeon; Kim, Heather Markham; … - In: Journal of Hospitality and Tourism Technology 15 (2023) 1, pp. 37-53
Purpose The purpose of this study examined the effect of the eight dimensions of consumer innovativeness on brand satisfaction. In addition, this study investigated how brand satisfaction affects brand preference and brand loyalty. Lastly, how brand preference plays to form brand loyalty was...