Ong, Chuan Huat and Md. Salleh, Salniza and Yusoff, Rushami Zien (2014) The direct and indirect effects of predictor variables on attitude and behavior loyalty toward SME brands: evidence from consumers in Malaysia. 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

Small and Medium Enterprises (SMEs) play an important role as the backbone of economic in Malaysia.Review of literature had shown that branding is also important to enhance the performance of SMEs.Despite studies on SMEs and branding is on the rise, most of these studies are investigating on the internal branding from the perspective of ownersmanagers. Few attempts have been made from the perspective of consumers.In addition, emotional benefits are important to create lasting bonding with customers especially in the competitive market such as the food and beverages sector.Hence, this study proposes a social exchange framework to examine the impact of emotional benefits on brand loyalty, mediated by brand trust.

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 Experience; Brand Loyalty; Brand Personality; Brand Trust; Social Exchange; SMEs.
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Business Management
Depositing User:	Dr. Salniza Md. Salleh
Date Deposited:	22 Jun 2017 03:10
Last Modified:	20 Sep 2017 05:45
URI:	https://repo.uum.edu.my/id/eprint/22448

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