Relaciones entre imagen de marca corporativa, satisfacción y lealtad: Estudio en una escuela de negocios de la Argentina

Research, Preprint Spanish; Castilian OPEN
Domingo Sanna;
  • Publisher: Buenos Aires: Universidad del Centro de Estudios Macroeconómicos de Argentina (UCEMA)
  • Subject: emotional branding | behavioral intentions | customer satisfaction | customer loyalty | corporate brand image | corporate branding; corporate brand image; off line corporate brand image; emotional branding; customer satisfaction; customer loyalty; behavioral intentions | corporate branding | off line corporate brand image
    • ddc: ddc:330

The objective of this paper is to present a comprehensive framework of relationships among corporate brand image (CBI), satisfaction, and loyalty. Three hypotheses are proposed and tested in this study: (1) Corporate brand image is antecedent to customer satisfaction, (... View more
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