The effects of service brand dimensions on brand loyalty

Volume: 21, Issue: 2, Pages: 139 - 147
Published: Mar 1, 2014
Abstract
The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers' evaluation of various service brand dimensions and communication, and test the generalizability of the modified SBV model in two different service sectors and cultural settings. Two studies using on-line survey data were conducted...
Paper Details
Title
The effects of service brand dimensions on brand loyalty
Published Date
Mar 1, 2014
Volume
21
Issue
2
Pages
139 - 147
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