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Keywords: Attitudinal brand loyalty
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Journal Articles
Journal:
Society and Business Review
Society and Business Review (2023) 18 (2): 219–243.
Published: 14 June 2022
... that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring...
