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Keywords: Brand commitment paradigm
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Journal Articles
Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm
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Journal of Product & Brand Management (2016) 25 (6): 568–585.
Published: 19 September 2016
... to integrate two brand commitment paradigm’s perspectives with service evaluation theory, representing the attitudinal and behavioral aspects of the relationship building process, to better explain the way consumers relate to a service brand. The proposed conceptual model is tested in the context of mobile...
