Social Identity Perspective on Brand loyalty

Article English OPEN
He, Hongwei; Li, Yan; Harris, Lloyd;
  • Related identifiers: doi: 10.1016/j.jbusres.2011.03.007
  • Subject: Customer–brand identification | Company identity | Brand identity | Social identity | Brand loyalty | /dk/atira/pure/subjectarea/asjc/1400 | Business, Management and Accounting(all)

This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework.... View more
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