Brand and Customer Loyalty in Online Brand Communities

Wilson Ozuem () and Michelle Willis ()
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Wilson Ozuem: University of Cumbria
Michelle Willis: University of Cumbria

Chapter 6 in Digital Marketing Strategies for Value Co-creation, 2022, pp 105-130 from Springer

Abstract: Key Issues Customer loyalty Behavioural loyalty Attitudinal loyalty Loyalty categorisations

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-94444-5_6

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DOI: 10.1007/978-3-030-94444-5_6

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