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Relationship between brand association and customer loyalty: The case of online retail industry

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The purpose of this paper is to examine the relationship between two main dimensions, Brand Association and Customer Loyalty. Besides, the research is also conducted to test other relevant networks of Brand Awareness, Brand Equity and Customers’ Willing To Pay. A survey of which questionnaires using Likert Scale to online retailers’ customers in the North. | Relationship between brand association and customer loyalty The case of online retail industry

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