Brand affinity and consumer repurchase behaviour : an empirical analysis
Data(s) |
01/01/2005
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Resumo |
This research established a construct termed brand affinity, comprising the measures of anticipation of usage, social attraction, commitment, loyalty, and trust. In the context of a highly uncertain, intermittently available service, it was found that brand affinity had greater influence over consumers' repurchase intentions than the typical antecedents of overall and attribute level satisfaction. |
Identificador | |
Idioma(s) |
eng |
Publicador |
Deakin University, Faculty of Business and Law, Deakin Business School |
Palavras-Chave | #Consumer behavior #Motivation research (Marketing) #Brand choice - Research |
Tipo |
Thesis |