The direct and indirect effects of predictor variables on attitude and behavior loyalty toward SME brands: evidence from consumers in Malaysia

• Main Authors: Ong, Chuan Huat, Md. Salleh, Salniza, Yusoff, Rushami Zien
• Format: Conference or Workshop Item
• Language: English
• Published: 2014
• Subjects: HF Commerce
• Online Access: http://repo.uum.edu.my/22448/1/ICBM%202014%20%20251%20256.pdf; http://repo.uum.edu.my/22448/

Small and Medium Enterprises (SMEs) play an important role as the backbone of economic in Malaysia.Review of literature had shown that branding is also important to enhance the performance of SMEs.Despite studies on SMEs and branding is on the rise, most of these studies are investigating on the internal branding from the perspective of ownersmanagers. Few attempts have been made from the perspective of consumers.In addition, emotional benefits are important to create lasting bonding with customers especially in the competitive market such as the food and beverages sector.Hence, this study proposes a social exchange framework to examine the impact of emotional benefits on brand loyalty, mediated by brand trust.