Mohd Shariff, Mohd Noor and Setyawati, Sri Murni and Anindita H., Kristina (2012) Brand loyalty as a mediator of the relationship between brand trust and brand performance. In: Knowledge Management International Conference (KMICe) 2012, 4 – 6 July 2012, Johor Bahru, Malaysia.
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Abstract
The purpose of this study is to test and develop a brand trust model with brand loyalty as a mediator of the relationship between brand trust and brand performance on Pond’s cleansing detergent in the Faculty of Economics, Jenderal Soedirman University, Indonesia. A random sampling technique was used on 105 usable questionnaires and data was analyzed by Structural Equation Model (SEM).Statistically, the results confirmed that brand trust positively influenced on the purchase loyalty and the attitudinal loyalty. Consequently, two aspects of brand loyalty namely the purchase loyalty and the attitudinal loyalty positively influenced the brand performance
Item Type: | Conference or Workshop Item (Paper) |
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Additional Information: | ISBN: 9789832078661 Organized by: UUM College of Art & Sciences, Universiti Utara Malaysia |
Uncontrolled Keywords: | Brand trust, brand loyalty, brand performance. |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | College of Arts and Sciences |
Depositing User: | Prof. Dr. Mohd Noor Mohd Shariff |
Date Deposited: | 20 May 2014 06:51 |
Last Modified: | 25 May 2015 02:56 |
URI: | https://repo.uum.edu.my/id/eprint/11000 |
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