Theoretical review of the brand loyalty: approaches and valuations
The concept of loyalty is not new in marketing; in fact, it has been one of the most investigated topics. Nevertheless it has not managed to unify criteria on its definition for being a complex phenomenon. Initially, the study of the loyalty was approached from two different ways: As an attitude, wh...
| 出版年: | Management Letters/Cuadernos de Gestión |
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| 主要な著者: | , |
| フォーマット: | 論文 |
| 言語: | 英語 |
| 出版事項: |
Universidad del País Vasco (UPV/EHU)
2007-12-01
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| 主題: | |
| オンライン･アクセス: | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2007&v=7&n=2&o=5 |