Mabkhot, Hashed Ahmed and Md. Salleh, Salniza and Shaari, Hasnizam (2014) The influences of brand image and brand personality on brand loyalty. In: International Conference on Business Management (ICBM) 2014, 18-19 August 2014, Putra World Trade Centre (PWTC), Kuala Lumpur, Malaysia.

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Abstract

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 and brand personality.Even if any, they have reported conflicting findings.This paper proposes to examine the relationship between brand image and brand personality on brand loyalty.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	ISBN 978-957-0910-05-5 Organized by: School of Business Management (SBM) Universiti Utara Malaysia
Uncontrolled Keywords:	brand image; brand personality; brand loyalty; conceptual framework
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Business Management
Depositing User:	Dr. Salniza Md. Salleh
Date Deposited:	22 Jun 2017 03:13
Last Modified:	22 Jun 2017 03:13
URI:	https://repo.uum.edu.my/id/eprint/22450

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