Abstract
Influence of customer’s individual traits, attitude and other behavioral variables with loyalty to a brand and subsequently its performance implications to the firm is an intriguing question for number of researches. However, little attention has been paid to study brand loyalty constructs in the media industry especially in Indian context. It is in this context the present paper has attempted to test a conceptual model proposed earlier by Chaudhuri and Holbrook, (2001) and Halim (2006) with some modification. The paper tries to explore the causal relationship among brand trust, brand affect, purchase loyalty, attitudinal loyalty and brand performance.
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