Keywords: Behavioural brand loyalty
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Journal Articles
International Journal of Retail & Distribution Management (2023) 51 (2): 170–189.
Published: 20 October 2022
...Miao Miao; Hideho Numata; Kayo Ikeda Purpose This study adopts complexity theory to explore behavioural brand loyalty (BBL) development by investigating brand perceptional components and loyalty programs (LPs) in the Japanese fashion market through a qualitative comparative study. The authors...

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