Brand consciousness and brand loyalty: A study on foreign brand beauty and skin care products
It is often argued that consumers become loyal to a particular brand based on their perception of the brand itself. This study investigates the relationship between brand consciousness and three key variables: perceived quality, emotional value, and brand involvement. It also examines the influence...
Saved in:
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Book Section |
| Published: |
IGI Global
2020
|
| Subjects: | |
| Online Access: | http://repo.uum.edu.my/27344/ http://doi.org/10.4018/978-1-7998-2239-4.ch006 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|