THE INFLUENCE OF MARKET TYPE AND DEMOGRAPHICS ON BRAND LOYALTY: A STUDY AMONG URBAN ROMANIAN CONSUMERS

Ovidiu Ioan MOISESCU ()

Annals of Faculty of Economics, 2009, vol. 4, issue 1, pages 737-741

Abstract: Considering the increasing role and importance of brand loyalty in the context of nowadays fierce competition and the insufficient understanding of this brand equity core dimension by Romanian companies, this paper aims to partially eliminate this knowled

Keywords: brand loyalty; brand equity; buying context; repurchase intention (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2009
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