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Brand loyalty as a mediator of the relationship between brand trust and brand performance


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)
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: http://repo.uum.edu.my/id/eprint/11000

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