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Keywords: Brand loyalty
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Journal Articles
Social media communication with intensified pandemic fears: evaluating the relative impact of user- and firm-generated content on brand loyalty
Available to Purchase
Asia-Pacific Journal of Business Administration (2023) 15 (2): 161–187.
Published: 05 April 2022
...Lee Heng Wei; Ong Chuan Huat; Prakash V. Arumugam Purpose The purpose of this study is to analyse user-generated content and firm-generated content on perceived quality and brand trust, and eventually how it impacted brand loyalty with pandemic fear as the moderator. Design/methodology/approach...
Journal Articles
From satisfaction to loyalty: the role of emotional structures in the process of transition from satisfaction to loyalty
Available to Purchase
Asia-Pacific Journal of Business Administration (2021) 13 (3): 335–356.
Published: 20 May 2021
.... Design/methodology/approach A total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method. Findings The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable...
