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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書目詳細資料
Main Authors: Ong, Chuan Huat, Md. Salleh, Salniza, Yusoff, Rushami Zien
格式: Article
語言:English
出版: Asian Society of Business and Commerce Research 2015
主題:
在線閱讀: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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