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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Society of Business and Commerce Research
2015
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/17419/1/SSRN-id2669338.pdf |