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conative
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Topic Article
An exploration of brand equity antecedents concerning brand loyalty: A cognitive, affective, and conative perspective
Delisia R. Matthews • Junghwa Son • Kittichai Watchravesringkan
Volume 09 Issue 1 · 09 Nov 2014
The purpose of this study was to identify and assess the antecedents of brand loyalty from the perspective of Oliver’s (1997) cognitive, affective, and conative theorization of consumer loyalty. A con…