An examination of how product involvement affects brand loyalty
David Aaker (1992) suggests that brand loyalty leads to brand equity, which leads to business profitability. Brand loyalty makes a critically valuable contribution to competitive advantage. Marketing costs render it expensive to introduce new customers and loyal customers are less likely to switch b...
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| Format: | Others |
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Auckland University of Technology,
2008-04-18T01:12:52Z.
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| Online Access: | Get fulltext |