A study of brand loyalty in Malaysia's automotive industry
Brand loyalty has become a major issue for the majority of the automobile brands in Malaysia’s automotive industry. To incorporate the business strategy, it is most vital to identify the factors that influence brand loyalty among car users, using the brand equity model. The main purpose of this stud...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://etd.uum.edu.my/5385/ |
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