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Keywords: Determinism
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2016) 8 (3): 180–204.
Published: 15 August 2016
...Sridhar N. Ramaswami; Sekar Raju; Dana C. Page Purpose This research aims to examine two constructs that define loyal brand relationships – greater resistance to changing their brand beliefs and attitudes (resistance to change) and greater willingness to shun competitor brands (determinism...
