The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda

• Main Authors: Nur Atikah A Rahman,, Shuhaida Md Noor,
• Format: Article
• Language: English
• Published: Universiti Kebangsaan Malaysian 2014
• 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

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...