Are brands forever? How brand knowledge and relationships affect current and future purchases

作者: Franz‐Rudolf Esch , Tobias Langner , Bernd H. Schmitt , Patrick Geus

DOI: 10.1108/10610420610658938

关键词:

摘要: … ‐inducing bond between the brand and the consumer. In … consumer purchase behavior. Brand image, in particular, exercises a strong direct influence on current brand‐loyal purchase …

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