A study of brand loyalty in the business-to-business services sector

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Project details

Degree level

PhD

Status

Completed

Reference

R Bennett

Description

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.

Web Link

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Supervisors supervising this project

SupervisorRole
Professor Susan Dann Co-Supervisor

Related Research Projects by supervisors

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