Welcome to the Research @IIMB
The Digital Institutional Repository of IIM Bangalore
This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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Browsing by Subject Behavioral loyalty
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| Issue Date | Title | Sub-Title | Author(s) | Journal Name | Volume Number | Issue Number | Pages |
|---|---|---|---|---|---|---|---|
| 2016 | Mediating effect of loyalty program membership on the relationship between advertising effectiveness and brand loyalty | - | Maity, Moutusy ; Gupta, Seema | Journal of Marketing Theory and Practice | Vol.24 | Iss.4 | 462-481p. |