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

• Main Authors: A. Rahman, Nur Atikah, Md Noor, Shuhaida
• Format: Article
• Language: English
• Published: School of Media and Communication Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia 2014
• Online Access: http://psasir.upm.edu.my/id/eprint/35122/1/The%20role%20of%20brand%20self-relevance%20in%20developing%20brand%20loyalt%20a%20study%20on%20the%20brand%20loyalty%20for%20Honda.pdf; http://psasir.upm.edu.my/id/eprint/35122/; 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...