Brand loyalty towards online accommodation booking platforms
This study investigates the brand loyalty of consumers in the online booking platform industry. The Mabalingwe Nature Reserve served as a case study, while the Moolla and Bisschoff brand loyalty model was used to measure brand loyalty across twelve antecedents. This study aimed to, firstly, validate...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2020-04-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/13317/IM_2020_02_Bisschoff.pdf |