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| Tekijä: | Tsai, S-P. |
| Otsikko: | Strategic relationship management and service brand marketing |
| Lehti: | European Journal of Marketing
2011 : VOL. 45:7/8, p. 1194-1213 |
| Asiasana: | strategic management management relationship marketing consumers service brands loyalty models |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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