One size doesn't fit all. Exploring marketing strategies for influencing three dimensions of brand loyalty
| Data(s) |
2009
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|---|---|
| Resumo |
Brand loyalty is a concept that has garnered considerable interest over recent years from both marketing practitioners and academics alike. While marketers are primarily interested in ways they can generate and increase brand loyalty from their customers, academics strive to conducts research which investigates the antecedents and consequences of customer loyalty (See DeWitt, Nguyen and Marshall 2008; Russell-Bennett, McColl-Kennedy and Coote 2007). |
| Formato |
application/pdf |
| Identificador | |
| Relação |
http://eprints.qut.edu.au/28572/1/c28572.pdf http://www.leedsmet.ac.uk/conferences/am2009/index.html Russell-Bennett, Rebekah, Worthington, Steve, & Hartel, Charmine (2009) One size doesn't fit all. Exploring marketing strategies for influencing three dimensions of brand loyalty. In Proceedings of the Academy of Marketing Conference 2009, Leeds Metropolitan University. |
| Direitos |
Copyright 2009 the authors. |
| Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
| Palavras-Chave | #150503 Marketing Management (incl. Strategy and Customer Relations) #Brand loyalty #Marketing #Strategy |
| Tipo |
Conference Paper |
