How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs a...

Full description

Saved in:
Bibliographic Details
Main Authors: Khamitov, Mansur, Wang, Shane Xin, Thomson, Matthew
Other Authors: Nanyang Business School
Format: Article
Language:English
Published: 2019
Subjects:
Online Access:https://hdl.handle.net/10356/89635
http://hdl.handle.net/10220/49412
http://nebula.wsimg.com/bf9af9aeaebac0d226687a26f7ab1428?AccessKeyId=4DE8B6CC1BB1F80669F5&disposition=0&alloworigin=1
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Nanyang Technological University
Language: English

Similar Items