Decoding loyalty in continuous service in shared use: triple serial mediation of brand personality, awareness, quality, and love

Decoding loyalty in continuous service in shared use: triple serial mediation of brand personality, awareness, quality, and love

Objective: To advance the understanding of brand loyalty in continuous service in shared use (CSSU) contexts by proposing an innovative measurement model based on a triple serial mediation framework. Method: A structural equation modeling approach was applied to data from 706 fitness and wellness c...

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Bibliographic Details
Main Authors: Christian Gomes-e-Souza Munaier, Ana Claudia Braun Endo, Eduardo Mesquita, José Afonso Mazzon, Edson Crescitelli
Format: Article
Language:English
Published: Escola Superior de Propaganda e Marketing - ESPM 2025-05-01
Series:Internext: Revista Eletrônica de Negócios Internacionais
Subjects:
Service Marketing
Continuous Service in Shared Use
Branding
Brand Loyalty
Brand Love
Online Access:https://internext.espm.br/internext/article/view/849
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