The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector
There is a rising interest in Small and Medium sized enterprises (SME) branding to boost business performance. Despite that, less is known about how branding strategies influence business performance through customer’s loyalty. Hence, this study aims to test a model built based on social exchange th...
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| Format: | Thesis |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://etd.uum.edu.my/6290/ |
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