The role of emotional structures in the relationship between satisfaction and brand loyalty
Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately l...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2020-12-01
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| Series: | Cogent Psychology |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311908.2020.1782098 |