The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre

• Main Author: Sumarni Matnin
• Format: Thesis
• Language: English
• Published: 2014
• Subjects: HF Commerce
• Online Access: https://eprints.ums.edu.my/id/eprint/17893/1/The%20effects%20of%20brand%20communication.pdf; https://eprints.ums.edu.my/id/eprint/17893/
• Institution: Universiti Malaysia Sabah

Brands are the most crucial element in the consumer markets. Same goes in the financial services industry. The brand carry weight in the business decision making process since they are the interface between clients and the organization and potential clients may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication and services quality on building brand loyalty through brand trust based on the study done by Zehir et al (2011) from the perspective of Labuan IBFC. The scope of study is limited to the key personnel who can be the decision maker of the direction among the 10,000 Labuan c ompanies which being incorporated in Labuan IBFC. The present study will focus on exploring the relationship among brand communication and service quality in a relational context with an emphasis on understanding the linking role of brand trust and brand loyalty. Data were collected through questionnaires from 190 selected key industry players ie. Trust Officers, Principal Officers, Labuan Insurance Managers etc. The findings indicated that perceptions of brand communications and service quality can be viewed as antecedents to brand trust and in turn affects brand loyalty