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Brand affinity and consumer repurchase behaviour : an empirical analysis

thesis
posted on 2005-01-01, 00:00 authored by Paul. Harrison
This research established a construct termed brand affinity, comprising the measures of anticipation of usage, social attraction, commitment, loyalty, and trust. In the context of a highly uncertain, intermittently available service, it was found that brand affinity had greater influence over consumers' repurchase intentions than the typical antecedents of overall and attribute level satisfaction.

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Pagination

xx, 320 leaves ; 30 cm.

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thesis

Resource type

thesis

Language

eng

Notes

Degree conferred 2006.

Degree name

Ph.D.

Faculty

Faculty of Business and Law

School

Deakin Business School

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