Reaching Higher: Sacrifices and Brand Loyalty
This thesis aims to develop the concept of brand sacrifice in brand loyalty theory to assess the extent to which brand sacrifice is a determining factor of brand loyalty relationships. In the wider theory of loyalty, sacrifice is seen as a key element, a higher and more extreme form of loyalty. When...
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| Format: | Thesis (University of Nottingham only) |
| Language: | English |
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2024
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| Online Access: | https://eprints.nottingham.ac.uk/77394/ |