Predicting Persistence: An Examination of Two Critical Indicators of Brand Relationship Strength
The current research argues that brand commitment, a multidimensional construct consisting of brand attachment, long-term orientation, and intent to persist, is a better indicator of brand relationship strength than brand attachment alone. Brand commitment is a better indicator of brand relationship...
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| Language: | en |
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2013
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| Online Access: | http://hdl.handle.net/10214/7298 |