The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector

There is a rising interest in Small and Medium sized enterprises (SME) branding to boost business performance. Despite that, less is known about how branding strategies influence business performance through customer’s loyalty. Hence, this study aims to test a model built based on social exchange th...

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Bibliographic Details
Main Author:	Ong, Chuan Huat
Format:	Thesis
Language:	English
Published:	2016
Subjects:	HB615-715 Entrepreneurship. Risk and uncertainty. Property HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/6290/1/s94687_01.pdf https://etd.uum.edu.my/6290/
Abstract	Abstract here

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