Original paper
The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality
Abstract
Purpose – While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this relationship. The purpose of this paper is to examine the mediating role of brand relationship quality (BRQ) in the relationship between relational bonds and brand loyalty in retail service contexts. Design/methodology/approach – A total of 524 valid questionnaires from...
Paper Details
Title
The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality
Published Date
Mar 4, 2014
Journal
Volume
24
Issue
2
Pages
184 - 204
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Notes
History