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Published in 2017 at "International Journal of Entrepreneurship and Small Business"
DOI: 10.1504/ijesb.2017.10007376
Abstract: This research studies the path to brand loyalty in the beer market, and tests a model that integrates consumer-brand identification with the factors that are usually considered as predictors of brand loyalty (perceived value, consumer…
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Keywords:
brand;
brand loyalty;
beer market;
loyalty beer ... See more keywords