Enhancing brand loyalty through brand architecture strategy
The concept of brand loyalty is a well-known topic of great interest for branding and marketing researchers due to its importance in gaining sustainable competitive advantage (SCA). Literature is prolific of works pertaining to branding architecture strategy and brand loyalty. In the current era, mo...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Human Resource Management Academic Research Society
2020
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/87262/1/enhancing-brand-loyalty-through-brand-architecture-strategy%20%281%29.pdf http://irep.iium.edu.my/87262/ http://www.hrmars.com |
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| Institution: | Universiti Islam Antarabangsa Malaysia |
| Language: | English |