@inbook{d17e244596dc4a15b04ab85dc99ff8aa,
title = "Toward Brand Loyalty: Two Bridges of Brand and Customer Relationship Quality",
abstract = "This study synthesizes C-A-C model (Cognition-Affection-Conation) (Oliver, 1997) and relations hip marketing ap proach (Berry and Paras uraman, 1991) to build brand loyalty model. This s tudy portraits that brand relationship quality (BRQ) and customer relationship quality (CRQ) are two important mediating roles. This study contributes in that brand and customer relationship quality are two important and significant bridges leading to customers{\textquoteright} brand loyalty from brand benefits. Finally, managerial implications and directions for future research are discussed and suggested.",
author = "Huang, {Chao Chin} and Huang, {Shyh Ming} and Fang, {Shyh Rong} and Fang, {Shih Chieh} and Chang, {Shao Chi}",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-10873-5_39",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "64--67",
booktitle = "Developments in Marketing Science",
address = "United States",
}