Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation
Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnair...
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| Main Authors: | , , |
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| Format: | article |
| Language: | EN |
| Published: |
CSRC Publishing
2021
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| Subjects: | |
| Online Access: | https://doaj.org/article/2bc4cf629aec4edfb0993fd6eaa37500 |
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