Browsing Research Output by Author "Kruger, Liezl-Marié"
Now showing items 1-3 of 3
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The dimensions of brand romance as predictors of brand loyalty among cell phone users
Petzer, Danie; Mostert, Pierre; Kruger, Liezl-Marié; Kuhn, Stefanie (University of Pretoria, 2014)In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. ... -
Investigating brand romance, brand attitude and brand loyalty in the cellphone industry
Kruger, Liezl-Marié; Kühn, Stefanie W.; Petzer, Daniel J.; Mostert, Pierre G. (AOSIS, 2013)Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers ... -
Relationship intention and satisfaction following service recovery: the mediating role of perceptions of service recovery in the cell phone industry
Kruger, Liezl-Marié; Mostert, Pierre; De Beer, Leon Tielman (AOSIS, 2015)In an industry characterised by fierce competition, cell phone network providers find it increasingly difficult to retain their customers after service failure. It is therefore essential for cell phone network providers ...