Enriching the ECSI model using brand strength in the retail setting
Purpose - The purpose of this paper is to investigate the role of the retailer’s brand strength as a potential predictor of loyalty. It also examines the role of customer satisfaction (CS) to the retailer’s loyalty as well as its impact on the retailer’s brand strength. Design/methodology/approach -...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2017-10-01
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| Series: | European Journal of Management and Business Economics |
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| Online Access: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/EJMBE-10-2017-017 |