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Keywords: Jordan
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Journal Articles
Journal of Product & Brand Management (2011) 20 (6): 475–486.
Published: 20 September 2011
...Oriol Iglesias; Jatinder J. Singh; Mònica Casabayó; Ahmed Alamro; Jennifer Rowley Purpose This paper aims to report on a study into the antecedents of consumer brand preference, in the context of telecommunications service brands in Jordan. Design/methodology/approach A questionnaire‐based...
