The role of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda
This study investigates the role of brand self-relevance in developing brand loyalty on the automotive brand, Honda. In-depth interviews of 34 Honda owners in Malaysia were conducted. Those interviewed were asked on their feelings, experiences and loyalty towards Honda. The study conceptualised a re...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
School of Media and Communication Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/35122/1/The%20role%20of%20brand%20self-relevance%20in%20developing%20brand%20loyalt%20a%20study%20on%20the%20brand%20loyalty%20for%20Honda.pdf |
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