Volume 22, issue 2, February 2015
4 articles in this issue
-
-
The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector
Authors
- Riza Casidy
- Walter Wymer
- Content type: Original Article
- Published: 03 April 2015
- Pages: 117 - 135
-
I love to hate you: Loyalty for disliked brands and the role of nostalgia
Authors (first, second and last of 4)
- Melike Demirbag-Kaplan
- Cansu Yildirim
- Damla Aktan
- Content type: Original Article
- Published: 15 May 2015
- Pages: 136 - 153
-
Kill it or keep it?: The weak brand retain-or-discard decision in brand portfolio management
Authors
- Purvi Shah
- Content type: Original Article
- Published: 15 May 2015
- Pages: 154 - 172