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Keywords: True brand loyalty
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2018) 30 (3): 725–748.
Published: 11 June 2018
...Veeva Mathew; Sam Thomas Purpose The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising...
