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Browsing International Retail and Marketing Review by Author "Rundle-Thiele, Sharyn"

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Browsing International Retail and Marketing Review by Author "Rundle-Thiele, Sharyn"

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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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