Investigating the drivers that determines brand loyalty: a study of the experience-commitment-loyalty construct
(2016)
Book Chapter
Maheshwari, V., Lodorfos, G., & Jacobsen, S. (2016). Investigating the drivers that determines brand loyalty: a study of the experience-commitment-loyalty construct. In M. Obal, N. Krey, & C. Bushardt (Eds.), Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference. Springer. https://doi.org/10.1007/978-3-319-11815-4_221
The marketing field first took an interest in brand loyalty on an academic level through Copeland’s work in 1923 (cited in Kabiraj and Shanmugan 2011, p. 288), with the understanding that brand loyalty existed only at the behavioural level. At this t... Read More about Investigating the drivers that determines brand loyalty: a study of the experience-commitment-loyalty construct.