Smartphone Brand Loyalty and Consumer Heterogeneity
Research Question: The purpose of this study is to examine the effect of sales promotion and advertisement on brand association and brand loyalty of Samsung smartphones via the analysis of gender and age as moderating variables. Motivation: The motivation for this study emerges from the fact that th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Belgrade, Faculty of Organisational Sciences
2020-04-01
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| Series: | Management |
| Online Access: | http://management.fon.bg.ac.rs/index.php/mng/article/view/271 |