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The influence of brand image and brand personality on brand loyalty


Mabkhot, Hashed Ahmed and Md. Salleh, Salniza and Shaari, Hasnizam (2015) The influence of brand image and brand personality on brand loyalty. Australian Journal of Basic and Applied Sciences, 9 (7). pp. 493-497. ISSN 1991-8178

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Abstract

Several studies in the field of branding management, customer behavior have mentioned that there are variables related to affect 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: Article
Uncontrolled Keywords: Brand image, brand personality, brand loyalty, conceptual framework
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Dr. Salniza Md. Salleh
Date Deposited: 31 Jan 2016 03:13
Last Modified: 14 Apr 2016 06:44
URI: http://repo.uum.edu.my/id/eprint/17022

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