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Management & Marketing
Volume 11 (2016): Issue 4 (December 2016)
Open Access
Managing loyalty through brand image, judgement and feelings for leveraging power brands
Rajshree Panda
Rajshree Panda
and
Deepa Kapoor
Deepa Kapoor
| Dec 30, 2016
Management & Marketing
Volume 11 (2016): Issue 4 (December 2016)
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Published Online:
Dec 30, 2016
Page range:
624 - 637
DOI:
https://doi.org/10.1515/mmcks-2016-0020
Keywords
consumer loyalty
,
brand image
,
brand judgement
,
brand feeling
,
power brand
© 2016 Rajshree Panda et al., published by De Gruyter Open
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Rajshree Panda
Amity University, Noida, India
Deepa Kapoor
Amity University, Noida, India