A study of brand loyalty in the business-to-business services sector
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This study focuses on identifying and measuring the antecedents of brand loyalty in a business service context. It proposed and tested a model of proposed antecedents to both attitudinal and behavioural brand loyalty. The study employed quantitative methods in the measurement of the impact of antecedent factors.
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Supervisors supervising this project
|Professor Susan Dann||Co-Supervisor|
Related Research Projects by supervisors
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