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Keywords: Attitude to brand
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (2): 155–175.
Published: 15 July 2020
..., mediated by attitude-to-brand considering the fierce competition and the fast industry growth. Design/methodology/approach The study used a cross-sectional design and a survey of mobile service customers. For the empirical analysis, the structural equation models were applied (partial least squares...
