Love suffereth long: investigating the nexus between brand love and price tolerance in the banking industry
While positive word of mouth has been extensively studied as a driver of attitudinal loyalty, comparatively less attention has been devoted to exploring price tolerance. This study tests the role of brand love on price tolerance through switching barriers in the banking industry. The study employed...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2493770 |
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