The effects of advertising spending on brand loyalty in services

European Journal of Marketing

Volumn 45, Issue 4, 2011, Pages 673-691

  Ha, Hong Youl ^a   John, Joby ^b   Janda, Swinder ^c   Muthaly, Siva ^d  

^a Kangwon National University   (South Korea)

^b UNIVERSITY OF LOUISIANA AT LAFAYETTE   (United States)

^c KANSAS STATE UNIVERSITY   (United States)

^d RMIT UNIVERSITY   (Australia)

Author keywords

Advertising; Brand loyalty; Cost effectiveness; Customer satisfaction; Services

Indexed keywords

EID: 79953270517     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561111111389     Document Type: Article

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