The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim

• Main Authors: Zaidun, Nurul Aqmar, Muda, Mazzini, Hashim, Nor Hashima
• Format: Article
• Language: English
• Published: Universiti Teknologi Mara Selangor 2020
• Subjects: Marketing; Marketing research. Marketing research companies. Sales forecasting; Market surveys. Including brand choice. Brand loyalty; Malaysia
• Online Access: http://ir.uitm.edu.my/id/eprint/33034/1/33034.pdf; http://ir.uitm.edu.my/id/eprint/33034/

Brand loyalty has become a primary goal for a company in today’s business environment due to intense market competition. Therefore, companies need to engage with customers, as this may result in brand loyalty. Drawing from Dick and Basu customer loyalty model, this paper propose a conceptual framewo...