| dc.description.abstract | The purpose of this study is to identify factors that can result in brand loyalty. Where there is a intense competition, products look the same, brand loyalty emerges as one of the top objectives. Building up strong loyalty with customers is the key to win the market.
The research model is developed from theories and prior findings to discover potential factors, which can contribute to the literature. The research focuses on factors such as brand personality, self congruence, functional congruence, brand relationship quality and studies how these factors are related and results in brand loyalty.
The empirical results show that all factors contribute to brand loyalty and support findings that discovered before by other authors. | en_US |
