Lealtad de marca : antecedentes y perspectivas de investigación Brand loyalty : Background and perspectives for research

  • Alberto C
  • Romero R
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Abstract

The paper presents a review of brand loyalty as a multidimensional variable in marketing and prospects its implications for research. in the first place, it overviews its conceptual background and then shows its evolution and current trends for research; this leads to there possible research topics that are linked to innovation through logistics in the ambit of electronic commerce. The purpose of this review is to visualize the of the art to support a doctoral research project.

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Authors

  • Carlos Alberto

  • Rodríguez Romero

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