Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships
This article critically examines consumer–brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between brand experience and the two components of brand loyalty, namely purchase brand loyalty and attitudinal brand loyalt...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Palgrave Macmillian Lid.
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/37689 |