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Keywords: Customer equity
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Journal Articles
Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty
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Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (9): 2257–2286.
Published: 29 July 2020
...Pham Hung Cuong; Oanh Dinh Yen Nguyen; Liem Viet Ngo; Nguyen Phong Nguyen Purpose This study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of individual customer equity drivers (CEDs...
