Articles

The roots of brand loyalty decline: An international comparison

J.-N. KAPFERER

Ivey Business Journal

mars-avril 2005, vol. 69, n°4, pp.1-6

Départements : Marketing


Explores the phenomenon of declining brand loyalty through the rarely discussed perspective of semantics. Discussion of the root of the word loyalty; Information on affective loyalty from a marketing theorists' perspective; Examination on what brands should expect from consumers


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