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Keywords: Alternative attractiveness
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (8): 1740–1760.
Published: 02 November 2021
...Adem Uysal; Abdullah Okumuş Purpose The purpose of this study was to determine the effect of consumer-based brand authenticity (CBBA) on customer satisfaction (CS) and brand loyalty (BL). The moderating effect of the variable “alternative attractiveness” in the relationship between CS and BL...
