The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost

• Main Authors: Umar, A., Bahrun, R.
• Format: Article
• Published: American Scientific Publishers 2017
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/75184/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85032911894&doi=10.1166%2fasl.2017.10015&partnerID=40&md5=4f5fd87de62406211a5a53f15f93bab9
• Institution: Universiti Teknologi Malaysia

In today’s’ resilient market competition, manufacturers of fast moving consumer goods are putting their best efforts to maintain brand loyalty. Despite the effectiveness of brand loyalty to increase sales, due to the availability of alternatives at large, recent trends indicate that brand loyalty am...