A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions

Although the relevance of consumer brand commitment is well recognized in the marketing literature, the multiple definitions, dimensions and conceptual approaches to the construct make it ambiguous and difficult to understand. Brand commitment often gets confused with other constructs such as brand...

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Bibliographic Details

Published in:	Athens Journal of Business & Economics
Main Authors:	Sergio Andrés Osuna Ramírez, Cleopatra Veloutsou, Anna Morgan-Thomas
Format:	Article
Language:	English
Published:	Athens Institute for Education and Research 2017-07-01
Subjects:	brand commitment brand loyalty systematic literature review
Online Access:	https://www.athensjournals.gr/business/2017-3-3-5-Osuna.pdf