Evaluating brand personality of Milo towards customers’ brand loyalty / Mohammad Raffi Fhidzon and Muhammad Mawardi Masling

• Main Authors: Fhidzon, Mohammad Raffi, Masling, Muhammad Mawardi
• Format: Thesis
• Language: English
• Published: 2019
• Subjects: Branding (Marketing); Market segmentation. Target marketing
• Online Access: https://ir.uitm.edu.my/id/eprint/31359/1/31359.pdf; https://ir.uitm.edu.my/id/eprint/31359/

This purpose of this study is to determine the influence of brand personality of Milo towards customers’ brand loyalty. There are several factors in brand personality which are sincerity, excitement, competence, sophistication and ruggedness that influence the loyalty of customers towards Milo. At t...