Intervening role of loyalty reward programs and E-word-of-mouth on smartphone brand loyalty in Malaysia

• المؤلف الرئيسي: Mohammadi, Alireza
• التنسيق: أطروحة
• اللغة: English
• منشور في: 2019
• الموضوعات: Brand loyalty; Customer loyalty programs; Customer loyalty
• الوصول للمادة أونلاين: http://psasir.upm.edu.my/id/eprint/83258/1/FEP%202019%2036%20ir.pdf; http://psasir.upm.edu.my/id/eprint/83258/

In this research, brand loyalty is assessed under specific boundaries created by social media marketing factors and Electronic Word of Mouth (eWOM). The objective of the present research is to determine the significance of the relationship between social media marketing factors including social netw...