.... In summing up, the objectives of this paper are: Emotional brand attachment Brand romance Pleasure Arousal Dominance Attitudinal loyalty Behavioral loyalty Generation Y Smartphones have become a vital aspect of individuals' everyday lives. The global smartphone industry has grown...

...-comparative approaches to examine the effects of service quality, value, and customer satisfaction on attitudinal loyalty in a service setting. Design/methodology/approach The study uses the data collected from the survey of 300 customers of two large Indian banks. Findings The results provide partial...