A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia

• المؤلف الرئيسي: Linda, Seduram
• التنسيق: أطروحة
• اللغة: English; English
• منشور في: 2017
• الموضوعات: HF5415.33 Consumer Behavior.
• الوصول للمادة أونلاين: http://etd.uum.edu.my/7353/

Faced with a severe competitive business environment and the possibility of reaching maturity stage over the coming years, mobile phone brand owners are concerned about retaining and nurturing their profitable existing customers by strengthening customers’ brand loyalty. Surprisingly, studies relati...