The Impact of Marketing Innovation on Customer Loyalty: The Mediati̇ng Role of Brand Image and Customer Satisfaction (A Case Study in Chemical Industry)
Abstract:Marketing innovation is extremely important for companies to create an advantage, especially in highly competitive industries. Because high competition requires the ability to make accurate and timely innovations to keep up with the rapid change. Innovation has a positive effect on profitability and performance, but it is very difficult to ensure its continuity. Loyalty, on the other hand, is the result of intense efforts that require long periods, unlike innovation. Loyalty is very important for companies to … Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.