Brand loyalty determinants in the context of a soft drink brand / Determinantes da lealdade à marca no contexto de uma marca de refrigerante

Brand loyalty determinants in the context of a soft drink brand / Determinantes da lealdade à marca no contexto de uma marca de refrigerante

Purpose: Developing and keeping customers’ loyalty in relation to the brand is a strategic requisite for well-succeeded business. Thus, our main purpose was to develop and validate a theoretical model concerning customers brand loyalty. Originality/value: We explored perceived quality, brand awaren...

Full description

Bibliographic Details
Main Authors: Valter M. M. Fortes, Gabriel S. Milan, Luciene Eberle, Deonir De Toni
Format: Article
Language:Spanish
Published: Universidade Presbiteriana Mackenzie 2019-09-01
Series:RAM. Revista de Administração Mackenzie
Subjects:
perceived quality
brand awareness
brand personality
brand love
brand loyalty qualidade percebida
consciência da marca
personalidade da marca
amor à marca
lealdade à marca
Online Access:http://ref.scielo.org/9g2znq

Internet

http://ref.scielo.org/9g2znq

Similar Items