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This paper examines the relative influence of two key antecedents of brand loyalty-satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand...
Persistent link: https://www.econbiz.de/10009448097
This paper examines the relative influence of two key antecedents of brand loyalty-satisfaction and involvement and the moderating of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand...
Persistent link: https://www.econbiz.de/10009483325