Browsing Research Articles (Marketing Management) by Author "Kuhn, Stefanie"

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The dimensions of brand romance as predictors of brand loyalty among cell phone users

Petzer, Daniël Johannes; Mostert, P.G. (Pierre); Kruger, Liezl-Marie; Kuhn, Stefanie (University of Pretoria, Department of Economics, 2014)

In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. ...
Relationship intention and relationship quality as predictors of clothing retail customers' loyalty

Kuhn, Stefanie; Mostert, P.G. (Pierre) (Routledge, 2018)

Retailers endeavour to establish and maintain strong relationships with customers in order to build customer loyalty. Unfortunately, such endeavours are not always successful as not all retail customers reciprocate retailers’ ...

Now showing items 1-2 of 2

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