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Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co‐branded products

Tingchi Liu, Matthew; Chu, Rongwei; Wong, IpKin Anthony; … - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 4, pp. 561-582

Purpose – The purpose of this paper is to examine the relationship among affective loyalty, perceived benefits, attitude towards co‐branded products and the intention to use such products. Design/methodology/approach – In total, 433 valid responses were collected from active...

Persistent link: https://www.econbiz.de/10014674787

Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co-branded products

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