The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim

Zaidun, Nurul Aqmar and Muda, Mazzini and Hashim, Nor Hashima (2020) The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim. Advances in Business Research International Journal, 6 (1). pp. 1-11. ISSN 2462-1838

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Abstract

Brand loyalty has become a primary goal for a company in today’s business environment due to intense market competition. Therefore, companies need to engage with customers, as this may result in brand loyalty. Drawing from Dick and Basu customer loyalty model, this paper propose a conceptual framework on customer brand engagement, customer loyalty and brand trust. In addition, brand trust has received extensive attention and widely recognised as an essential variable that affects human relationships at all levels. Although the relationship between brand trust and brand loyalty has been widely discussed, however, how brand trust develops remains uncertain. Therefore, trust as a moderating variable trust is introduced in the conceptual framework to determine if there exist positive behavioural outcomes.

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Item Type: Article
Creators:
Creators
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Zaidun, Nurul Aqmar
UNSPECIFIED
Muda, Mazzini
UNSPECIFIED
Hashim, Nor Hashima
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty > Malaysia
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Business and Management
Journal or Publication Title: Advances in Business Research International Journal
UiTM Journal Collections: UiTM Journal > Advances in Business Research International Journal (ABRIJ)
ISSN: 2462-1838
Volume: 6
Number: 1
Page Range: pp. 1-11
Item ID: 33034
Uncontrolled Keywords: customer brand engagement, brand loyalty, brand trust.
URI: https://ir.uitm.edu.my/id/eprint/33034

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33034

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