The influences of brand image and brand personality on brand loyalty

• Main Authors: Mabkhot, Hashed Ahmed, Md. Salleh, Salniza, Shaari, Hasnizam
• Format: Conference or Workshop Item
• Language: English
• Published: 2014
• Subjects: HF Commerce
• Online Access: http://repo.uum.edu.my/22450/1/ICBM%202014%20%20271%20275.pdf; http://repo.uum.edu.my/22450/
• Institution: Universiti Utara Malaysia

Several studies in the field of branding management, customer behaviour have mentioned that there are variables related to effect customer brand loyalty such as perceived quality, brand awareness, brand equity, among others.However, few studies have attempted to consider the influence of brand image...