The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim

• Главные авторы: Zaidun, Nurul Aqmar (Автор), Muda, Mazzini (Автор), Hashim, Nor Hashima (Автор)
• Формат: ‌
• Опубликовано: Universiti Teknologi Mara Selangor, 2020-06.
• Предметы: Article; PeerReviewed
• Online-ссылка: Link Metadata

Brand loyalty has become a primary goal for a company in today's business environment due to intense market competition. Therefore, companies need to engage with customers, as this may result in brand loyalty. Drawing from Dick and Basu customer loyalty model, this paper propose a conceptual fr...