The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda
This study investigates the role of brand self-relevance in developing brand loyalty on the automotive brand, Honda. In-depth interviews of 34 Honda owners in Malaysia were conducted. Those interviewed were asked on their feelings, experiences and loyalty towards Honda. The study conceptualised a re...
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Main Authors: | Nur Atikah A Rahman,, Shuhaida Md Noor, |
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Format: | Article |
Language: | English |
Published: |
Universiti Kebangsaan Malaysian
2014
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Online Access: | http://journalarticle.ukm.my/8584/1/V30_2_6.pdf http://journalarticle.ukm.my/8584/ http://www.ukm.my/jkom/journal/volumes/volume30-2-2014.html |
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