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Keywords: Mobile communications
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2014) 26 (2): 250–271.
Published: 08 April 2014
... into account, the present study fills this gap by providing an in-depth understanding of the phenomenon. © Emerald Group Publishing Limited 2014 Consumer behaviour Brand loyalty Mobile communications Multi-brand loyalty (MBL) is “the consistent repurchase of more than one brand from among...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2014) 26 (2): 168–189.
Published: 08 April 2014
...@utas.edu.au © Emerald Group Publishing Limited 2014 Information systems Customer retention Mobile communications Figure 1 presents this study's research model, developed based on the IS success model, network externalities and flow theory. The model considers that perceived IS quality...
