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Keywords: Functional congruity
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2018) 30 (1): 84–105.
Published: 08 January 2018
...S.R. Nikhashemi; Naser Valaei Purpose The purpose of this paper is to identify the impacts of brand personality and functional congruity on various components of brand loyalty (i.e. cognitive, affective, and conative) by examining the moderating role of gender. Design/methodology/approach...
