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An Investigation of the Relationship between National Culture and Brand Loyalty – A Cross-Cultural Comparison between UK and Turkey in Luxury Fashion Online Brand Communities

Brand loyalty is accepted as one of the main indicators of brand equity which represents the overall value of the brand with its assets and liabilities. The purpose of this paper is to understand the relationship between national culture and brand loyalty since the former studies about brand loyalty...

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Bibliographic Details
Main Author:	Gulsun, Zeynep Seyda
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2014
Online Access:	https://eprints.nottingham.ac.uk/27178/

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