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...
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Main Authors: | Khamitov, Mansur, Wang, Shane Xin, Thomson, Matthew |
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Other Authors: | Nanyang Business School |
Format: | Article |
Language: | English |
Published: |
2019
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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 |
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Institution: | Nanyang Technological University |
Language: | English |
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