BRAND TRUST AND BRAND AFFECT: THEIR STRATEGIC IMPORTANCE ON BRAND LOYALTY
نویسندگان
چکیده
منابع مشابه
The Influence of Website Environment on Brand Loyalty: Brand Trust and Brand Affect as Mediators
Previous studies on e-commerce have focused on the influence of the online website environment on purchasing decisions but rarely examined online brand loyalty from perspectives of brand trust and brand affect. Though antecedents of brand affect and trust have received attention, the relationship among these antecedents, brand affect and brand trust still remains unclear. Therefore, this study ...
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ژورنال
عنوان ژورنال: Journal of Global Strategic Management
سال: 2012
ISSN: 1307-6205
DOI: 10.20460/jgsm.2012615788