Searching most influential variables to brand loyalty measurements: An exploratory study

En este estudio se pretende detectar algunos antecedentes clave de la lealtad hacia la marca basándose en 3 grupos de variables: involucramiento del consumidor, percepción de valor de marca y satisfacción del cliente. Preguntas de investigación que dieron pie a este estudio fueron: ¿qué variables de...

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Bibliographic Details
Main Authors:	Jorge Vera, Andrea Trujillo
Format:	Article
Language:	English
Published:	Universidad Nacional Autónoma de México (UNAM) 2017-01-01
Series:	Contaduría y Administración
Online Access:	http://www.redalyc.org/articulo.oa?id=39557277009

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