International Journal of Research in Marketing · 2012 · 839 citations · 93 references
BusinessMarketingMarketing ManagementBrand ManagementConsumer BehaviorStrategic MarketingBrand AssociationsBrand AwarenessBrand EquityBrand IdentityBrand ImageBrand LoyaltyBrand RecognitionConsumer Brand PerceptionConsumer-brand Interactions
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The Commitment-Trust Theory of Relationship Marketing
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