Ha, Hong‐Youl; Janda, Swinder; Park, Sang‐Kyu - In: International Marketing Review 26 (2009) 2, pp. 198-220
Purpose – Despite an extensive body of research on brand loyalty, it has been demonstrated that customer‐based brand research is still in a state of evolution. The purpose of this paper is to develop and test alternative models of the brand loyalty process by examining the effects of...
