Consumers’ perceptions of online retailers’ brand innovativeness on customer brand identification and loyalty

• Main Authors: Siti Nor Bayaah Ahmad, Haslinda Hasan, Irma Wani Othman, Salmah Topimin
• Format: Article
• Language: English; English
• Published: Academic Inspired Network 2021
• Subjects: HF5001-6182 Business
• Online Access: https://eprints.ums.edu.my/id/eprint/32976/1/Consumers%E2%80%99%20perceptions%20of%20online%20retailers%E2%80%99%20brand%20innovativeness%20on%20customer%20brand%20identification%20and%20loyalty.pdf; https://eprints.ums.edu.my/id/eprint/32976/2/Consumers%E2%80%99%20perceptions%20of%20online%20retailers%E2%80%99%20brand%20innovativeness%20on%20customer%20brand%20identification%20and%20loyalty%20_ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/32976/; http://www.ijafb.com/PDF/IJAFB-2021-37-11-14.pdf

The current study examines consumers’ perceptions of the local gold and jewelry retailers in Malaysia in terms of business innovation through co-creation and service innovation, as well as the impact on consumer-brand identification and brand loyalty. This study intends to inspect the consumer perce...