The relationship between risk aversion, brand trust, brand affect and loyalty

  • Evidence from the FMCG industry
  • Mukesh Kumar Mishra, Ankit Kesharwani, Dolly Das
  • Journal of Indian Business Research, June 2016, Emerald
  • DOI: 10.1108/jibr-04-2015-0045

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http://dx.doi.org/10.1108/jibr-04-2015-0045

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