Customer Segmentation by Factors Influencing Brand Loyalty and Customer Involvement

Article English OPEN
Tereza Vebrová; Kateřina Venclová; Stanislav Rojík;
(2016)
  • Publisher: Mendel University Press
  • Journal: Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis (issn: 1211-8516, eissn: 2464-8310)
  • Related identifiers: doi: 10.11118/actaun201664051797
  • Subject: Brand loyalty | customer involvement | consumer behavior | customer segmentation | service loyalty | Agriculture | S | Biology (General) | QH301-705.5

Brand loyalty and customer involvement are two important concepts that help explain and understand a significant part of consumer shopping behavior. The aim of the present work is to identify factors influencing brand loyalty and customer involvement. A further aim is t... View more
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