Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands

• Main Authors: Ong, Chuan Huat, Md. Salleh, Salniza, Yusoff, Rushami Zien
• 格式: Article
• 语言: English
• 出版: Asian Society of Business and Commerce Research 2015
• 主题: HB Economic Theory
• 在线阅读: 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

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...