The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study

• 主要な著者: Mabkhot, Hashed Ahmad, Shaari, Hasnizam, Md. Salleh, Salniza
• フォーマット: 論文
• 言語: English
• 出版事項: Universiti Kebangsaan Malaysia 2017
• 主題: HD28 Management. Industrial Management
• オンライン･アクセス: http://repo.uum.edu.my/23291/1/JP%2050%282017%29%2071%20%E2%80%93%2082.pdf; http://repo.uum.edu.my/23291/; http://ejournal.ukm.my/pengurusan/article/view/15218

The objective of this study is to investigate the relationships between brand image (BI), brand personality (BP), and brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the relationships between brand personality (BP) and brand loyal...