The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda
This study investigates the role of brand self-relevance in developing brand loyalty on the automotive brand, Honda. In-depth interviews of 34 Honda owners in Malaysia were conducted. Those interviewed were asked on their feelings, experiences and loyalty towards Honda. The study conceptualised a re...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Kebangsaan Malaysian
2014
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| Online Access: | http://journalarticle.ukm.my/8584/1/V30_2_6.pdf |