Browsing Research Articles (Marketing Management) by Subject "Cell phone brands"

Browsing Research Articles (Marketing Management) by Subject "Cell phone brands"

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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. ...