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Keywords: Middle East
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Journal Articles
Journal of Product & Brand Management (2011) 20 (6): 475–486.
Published: 20 September 2011
... such as the telecommunications industry, and in emerging marketplaces, such as the Middle East, where loyalty may be elusive, brand preference takes on a special significance. The study reported in this article, then, investigates brand preference in the context of the mobile telecommunications service sector in Jordan...
