56 страниц. 2011 год. LAP Lambert Academic Publishing This book provides a broad view of brand loyalty by proposing a model and testing its potential antecedents. Brand loyalty is receiving great deal of attention in telecommunication sector.So there is a need of introducing comprehensive framework of brand loyalty construct. As customer retention is critical for strategists in dynamic world of telecommunication sector. So it is important for operators to devise well-structured customer loyalty programs for protecting the customers’ base line.