The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market
(2022)
Journal Article
Dang Lang, L., Behl, A., Guzmán, F., Pereira, V., & Del Giudice, M. (2023). The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market. International Marketing Review, 40(1), 127-153. https://doi.org/10.1108/IMR-06-2021-0200
Purpose
Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and sto...
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