This study aims to determine if the factors affecting brand loyalty in the footwear industry are moderated by generational cohorts (Baby Boomers, Generation X, and Millennials). It also examines if product quality, product style, produce price, brand image, service quality, and store environment are antecedents to brand loyalty in theContinue Reading
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 loyalty. This study was carriedContinue Reading
The main purpose of the current research is to develop and test a theoretical framework that captures the role of corporate branding (corporate association, symbolic benefits, and functional benefits), customer involvement and customer relationship proneness on customers emotional attachment and brand loyalty in the luxury fashion industry. The nature ofContinue Reading