Relationship between product involvement and brand loyalty.
Recognizing brand loyalty as a determinant to sustainability and thus the success of a company in today’s competitive business environment. We see the need to understand one of the core underlying factors, Product Involvement, in explaining Brand Loyalty.
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/9928 |
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| Institution: | Nanyang Technological University |
| Summary: | Recognizing brand loyalty as a determinant to sustainability and thus the success of a company in today’s competitive business environment. We see the need to understand one of the core underlying factors, Product Involvement, in explaining Brand Loyalty. |
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