Macquarie University, Sydney Macquarie University ResearchOnline

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Date: 2014
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/332267
Description: This exploratory study examined how brand loyalty can be established in a non-Western market where Chinese customers are motivated to be loyal to a brand by cultural drivers, specifically guanxi (pers ... More
Reviewed: Reviewed
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