BRAND AUTHENTICITY: A STUDY ON ITS IMPACT ON BRAND LOYALTY THROUGH BRAND RELATIONSHIP QUALITY IN THE LOCAL FOOTWEAR INDUSTRY
This study investigates the impact of brand authenticity (BA) on brand loyalty in the local footwear industry, using brand relationship quality as a mediating factor. Building on Lee and Chung's (2020) framework, the research identifies key attributes of brand authenticity (BA)— product authent...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/82991 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |