...Isaac Mensah; Yaw Brew Purpose Product rebranding is increasingly popular, but brand managers are sceptical about its implications on brand loyalty (BL). Given the limited empirical literature on the subject, this study examines the interrelational effect of brand attachment (BA), brand...

... customers in the apparel industry of Botswana. Few research studies have examined how attitudinal loyalty relates to its antecedents and outcome in Botswana, as an emerging African economy. Satisfaction SMEs Trust Brand loyalty Relationship quality Commitment Since its establishment...

...Diyawu Rahman Adam; Kwame Simpe Ofori; Abednego Feehi Okoe; Henry Boateng Purpose The purpose of this paper is to ascertain the effects of structural and bonding attachment on brand loyalty. The authors identified network quality, network coverage and mobile number portability (MNP) as structural...

...Richard Chinomona Purpose – The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa. Design/methodology/approach – Data were collected...

...Eric Yeboah-Asiamah; Daniel M. Quaye; Simon Gyasi Nimako Purpose – The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry. Design/methodology/approach – A self...