Relationship of advertising appeals, corporate reputation and brand advocacy: The mediation role of brand loyalty
Background: Retention of customers to maintain long term profitable relationship is indispensable for the organizations operating in Fast Moving Consumer Goods (FMCGs) sector. Due to lucrative nature of market, proximity of new entrants is very high in emerging FMCGs markets. In order to retain cust...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Poznań School of Logistics
2020-06-01
|
| Series: | LogForum |
| Subjects: | |
| Online Access: | http://www.logforum.net/vol16/issue2/no10/16_2_10_20.pdf |