Keywords: Behavioral brand loyalty
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Journal Articles
Society and Business Review (2023) 18 (2): 219–243.
Published: 14 June 2022
...Sujata Khandai; Jones Mathew; Renu Yadav; Sonia Kataria; Harpuneet Kohli Purpose The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect...

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