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Browsing Department of Marketing and Retail Management by Subject "Word of mouth"

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Browsing Department of Marketing and Retail Management by Subject "Word of mouth"

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  • Rundle-Thiele, Sharyn (International Retail and Marketing Review, 2007)
    This paper shows that, while researchers often measure loyalty as an intention to repurchase, there is value in considering loyalty more broadly. This paper reveals two main schools of thought in loyalty research, starting ...

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