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Keywords: Brand loyalty
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Journal Articles
Factors responsible for making young urban consumers brand loyal: A study on mobile network operators
Available to Purchase
Journal:
Journal of Management Development
Journal of Management Development (2019) 38 (7): 616–636.
Published: 16 August 2019
... a significant and positive effect on satisfaction. The result also reveals that satisfaction does have a direct impact on brand loyalty. Originality/value The study has been conducted in Kolkata, and the perception has been gathered from the young consumers only. In this domain, so far, no studies have been...
