The Importance of the Interdependence in the Relationship With Brands
The study proposes a breakthrough in brand relationship literature by proposing a scale for measuring interdependence with brands. As a secondary contribution, it evaluates the influence of this construct on loyalty. Two specific contexts were analyzed during empirical phase: sports shoes and jeans....
| Main Authors: | , , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Emerald Publishing
2014-12-01
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| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | http://www.revistas.usp.br/rege/article/view/99954 |