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Keywords: Relationship equity
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Journal Articles
Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (9): 2257–2286.
Published: 29 July 2020
...) and their contribution to brand loyalty. This study identifies a reciprocity pathway in that brand equity, which mediates the linkage between relationship equity and brand loyalty. This study further posits that the linkage between relationship equity and brand equity is contingent on value equity. The authors...
