search query: @indexterm strategic management / total: 1889
reference: 8 / 1889
| Author: | Tsai, S-P. |
| Title: | Strategic relationship management and service brand marketing |
| Journal: | European Journal of Marketing
2011 : VOL. 45:7/8, p. 1194-1213 |
| Index terms: | strategic management management relationship marketing consumers service brands loyalty models |
| Language: | eng |
| Abstract: | This article tests an integrative-model integrating and modifying the main concepts of different consumer-brand relationship paradigms. The study is based a cross-regional survey and an exploratory investigation. The findings show that service brand commitment and service brand love partially mediate the effects of eight relationship components on service brand loyalty. |
SCIMA