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Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand

This study was conducted from the strategic marketing perspective to test the impact of brand relationship types on brand loyalty. We also test three path effects of brand love and brand trust. Data were collected from three metropolitan customers who use tablet PCs. We obtained 383 valid samples, g...

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Detalles Bibliográficos
Autores principales:	Zhang, Shikun, Peng, Michael Yao-Ping, Peng, Yaoping, Zhang, Yuan, Ren, Guoying, Chen, Chun-Chun
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Frontiers Media S.A. 2020
Materias:	Psychology
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7067968/ https://www.ncbi.nlm.nih.gov/pubmed/32210865 http://dx.doi.org/10.3389/fpsyg.2020.00231

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