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Title: Relationship between product involvement and brand loyalty.
Authors: Chan, Mei Ling.
Chua, Ling Ling.
Tan, Boon Kiat.
Keywords: DRNTU::Business::Marketing::Product management
Issue Date: 2005
Abstract: Recognizing brand loyalty as a determinant to sustainability and thus the success of a company in today’s competitive business environment. We see the need to understand one of the core underlying factors, Product Involvement, in explaining Brand Loyalty.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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