The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer

• Main Authors: Nikhashemi, Seyed Rajab, Paim, Laily, Osman, Syuhaily, Sidin, Samsinar
• Format: Article
• Language: English
• Published: Elsevier BV 2015
• Online Access: http://psasir.upm.edu.my/id/eprint/46698/1/The%20significant%20role%20of%20customer%20brand%20identification%20towards%20brand%20loyalty%20development%3B%20an%20empirical%20study%20among%20Malaysian%20hypermarkets%20customer.pdf; http://psasir.upm.edu.my/id/eprint/46698/; https://www.sciencedirect.com/science/article/pii/S1877042815052192
• Institution: Universiti Putra Malaysia

The aim of this study was to identify the significance role of customer brand identification towards building customer brand loyalty via mediating effect of brand trust and word of mouth communication among Malaysian hypermarket customers. A self-administered questionnaire was used to collect data (...