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Keywords: Motorcycles
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (1-2): 93–114.
Published: 08 February 2013
... in the literature to date. Design/methodology/approach Based on a review of the literature relating to identification, loyalty, and potentially mediating brand‐related constructs, a cross‐sectional questionnaire‐based survey was carried out at a brandfest organised by a major European motorcycle manufacturer...
