Risk aversion and brand loyalty: The mediating role of brand trust and brand affect

Journal of Product and Brand Management

Volumn 17, Issue 3, 2008, Pages 154-162

  Matzler, Kurt ^a   Grabner Kräuter, Sonja ^b   Bidmon, Sonja ^b  

^a INNSBRUCK UNIVERSITY SCHOOL OF MANAGEMENT   (Austria)

^b UNIVERSITY OF KLAGENFURT   (Austria)

Author keywords

Brand loyalty; Brand management; Risk management

Indexed keywords

EID: 45349095448     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420810875070     Document Type: Article

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