Deciphering brand loyalty through brand association and emotional confidence
This paper investigates the influence of emotional confidence and brand association on brand loyalty and whether there is a statistically significant difference in the brand loyalty of consumers having low or high emotional confidence. Data was collected outside fast food restaurants across Karachi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute of Business Administration
2020-06-01
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| Series: | Business Review |
| Subjects: | |
| Online Access: | https://ir.iba.edu.pk/businessreview/vol15/iss1/13/ |