The role of wholesale brands for buyer loyalty: a transaction cost perspective

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Publisher: Emerald Group Publishing, Ltd.
Document Type: Article
Length: 41 words

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Abstract :

The structural equation modelling approach is employed for analyzing the impact and significance of the wholesale brands on the loyalty and uncertainty of the buyer. The results demonstrate that the wholesaler brand knowledge leads to a significant increase in buyer loyalty.

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Gale Document Number: GALE|A255132426