Validating a multidimensional perspective of relationship marketing on brand attachment, customer loyalty and purchase intentions: a serial mediation model

Organizations are actively involved in relationship marketing (RM) activities to strengthen their connections with customers. The current study discusses the multidimensional constructs of relationship marketing and its influence on customers’ brand attachment in the hotel sector, taking into account the sequential mediation of attitudinal loyalty and behavioral loyalty between relationship marketing and purchase intention constructs. In order...