Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands
Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in the competitive food-service industry. Branding researchers had claimed that both attitudinal and behavioral loyalty has their own unique influences on business performance. There ha...
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Asian Society of Business and Commerce Research
2015
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Online Access: | http://repo.uum.edu.my/17419/1/SSRN-id2669338.pdf http://repo.uum.edu.my/17419/ http://www.ijbcnet.com/4-7/IJBC-15-4701.pdf |
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my.uum.repo.174192017-09-20T05:47:17Z http://repo.uum.edu.my/17419/ Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien HB Economic Theory Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in the competitive food-service industry. Branding researchers had claimed that both attitudinal and behavioral loyalty has their own unique influences on business performance. There has been little studies examining brand experience and brand personality on loyalty dimensions from SME brand perspective.Studies had claimed that factors tested on big brand may yield different result for SME brand. Therefore, this study will investigate the direct influence of brand experience and brand personality on both attitudinal loyalty and behavioral loyalty which yet to be investigated in any empirical research from the perspective of SME brands.Data was obtained through intercept survey of 200 diners prior analyze using SmartPLS 2.0 software. Results showed brand experience significantly influence attitudinal and behavioral loyalty. However, this study found that only behavioral loyalty is influenced by brand personality. Asian Society of Business and Commerce Research 2015-06 Article PeerReviewed application/pdf en http://repo.uum.edu.my/17419/1/SSRN-id2669338.pdf Ong, Chuan Huat and Md. Salleh, Salniza and Yusoff, Rushami Zien (2015) Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands. International Journal of Business and Commerce, 4 (7). pp. 51-75. ISSN 2225-2436 http://www.ijbcnet.com/4-7/IJBC-15-4701.pdf |
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HB Economic Theory Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands |
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Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in the competitive food-service industry. Branding researchers had claimed that both attitudinal and behavioral loyalty has their own unique influences on business performance. There has been little studies examining brand experience and brand personality on loyalty dimensions from SME brand perspective.Studies had claimed that factors tested on big brand may yield different result for SME brand. Therefore, this study will investigate the direct influence of brand experience and brand personality on both attitudinal loyalty and behavioral loyalty which yet to be investigated in any empirical research from the perspective of SME brands.Data was obtained through intercept survey of 200 diners prior analyze using SmartPLS 2.0 software. Results showed brand experience significantly influence attitudinal and behavioral loyalty. However, this study found that only behavioral loyalty is influenced by brand personality. |
format |
Article |
author |
Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien |
author_facet |
Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien |
author_sort |
Ong, Chuan Huat |
title |
Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands |
title_short |
Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands |
title_full |
Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands |
title_fullStr |
Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands |
title_full_unstemmed |
Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands |
title_sort |
influence of brand experience and personality on loyalty dimensions: evidence from successful malaysian sme brands |
publisher |
Asian Society of Business and Commerce Research |
publishDate |
2015 |
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http://repo.uum.edu.my/17419/1/SSRN-id2669338.pdf http://repo.uum.edu.my/17419/ http://www.ijbcnet.com/4-7/IJBC-15-4701.pdf |
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