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Keywords: Brand love
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Journal Articles
Journal:
Rajagiri Management Journal
Rajagiri Management Journal (2021) 15 (1): 16–38.
Published: 11 January 2021
... sequence. Design/methodology/approach A total of 300 valid questionnaires on smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method. Findings The results showed that brand love is the strongest antecedent of brand loyalty and is the only...
