An Empirical Examination of Brand Loyalty via Customer Delight in Pakistan
The purpose of this study is to examine brand loyalty in Pakistan. This is in relation to investigating the relationship between brand attachment, surprise, customer brand engagement and customer satisfaction with customer delight. This innovative study addresses a clear research gap in the brand lo...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Management and Technology
2016-06-01
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| Series: | Journal of Management and Research |
| Subjects: | |
| Online Access: | https://ojs.umt.edu.pk/index.php/jmr/article/view/196 |