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Keywords: Brand strength
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Journal Articles
European Journal of Management and Business Economics (2017) 26 (3): 294–312.
Published: 02 October 2017
...Paraskevi Sarantidou Purpose The purpose of this paper is to investigate the role of the retailer’s brand strength as a potential predictor of loyalty. It also examines the role of customer satisfaction (CS) to the retailer’s loyalty as well as its impact on the retailer’s brand strength...
