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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...

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Bibliographic Details
Main Authors:	Ramaseshan, Balasubramani, Stein, Alisha
Format:	Journal Article
Published:	Palgrave Macmillian Lid. 2014
Subjects:	attitudinal brand loyalty purchase brand brand experience loyalty brand relationships brand personality
Online Access:	http://hdl.handle.net/20.500.11937/37689

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