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

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 int...

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