A review of brand-loyalty measures in marketing
| Autor: | Mellens, M, Dekimpe, Marnik, Steenkamp, J |
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| Jazyk: | angličtina |
| Rok vydání: | 1995 |
| Předmět: | |
| Popis: | Brand loyalty represents an important asset to the firm. While considerable agreement exists on its conceptual definition, no unified approach to operationalize the concept has yet emerged in the marketing literature. We provide a conceptual framework to classify existing management approaches, discuss their relative advantages/disadvantages and provide some managerial recommendations. ispartof: DTEW Research Report 9516 pages:1-27 status: published |
| Databáze: | OpenAIRE |
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