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Examining Role Model and Information Source Influence on Breed Loyalty: Implications in Four Important Product Categories
Loyalty Socialization Role Models Pets Retail Sales TV Commercials
2009/12/1
This study examines the concept and impact of breed loyalty in the pet industry. The
authors create a breed loyalty scale then look at what are the influencers of this type of loyalty. Adding othe...
Loyalty has been a hot topic in marketing management, not only for academics, but also for managers. In that sense, the main goal of this paper is to identify the variables that discriminate loyalty g...