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

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

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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...

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Bibliographic Details
Main Authors: Mabkhot, Hashed Ahmed, Shaari, Hasnizam, Md Salleh, Salniza
Format: Article
Language:English
Published: Universiti Kebangsaan Malaysia 2017
Subjects:
HB Economic Theory
Online Access:https://repo.uum.edu.my/id/eprint/23039/1/JP%2050%20%282017%29%201-18.pdf

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