Browsing WOS İndeksli Yayınlar Koleksiyonu / WOS Indexed Publications Collection by Subject "Brand Passion"

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BRAND LOYALTY AT SMARTPHONES MARKET: LINKING BETWEEN BRAND PASSION, HEDONIC AND UTILITARIAN VALUES

Yalcintekin, Tolga; Saygili, Metin (SUMY STATE UNIV, DEPT MARKETING & MIA, 2020)

This paper summarizes the arguments and counterarguments within the scientific discussion on the factors that influence consumers' brand loyalty to smartphone brands. The main aim of the study is to analyze the relationship ...