Customer value and customer brand engagement: Their effects on brand loyalty in automobile business

Customer value and customer brand engagement: Their effects on brand loyalty in automobile business

The study investigates the extent to which customer value affected brand loyalty among mid-sized automobile customers in Thailand. It`s focused on assessing whether customer brand engagement acted as an intervening variable in the relationship between customer value and brand loyalty. A questionnair...

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Bibliographic Details
Main Authors: Sid Terason, Shixin Zhao, Pirayut Pattanayanon
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2021-05-01
Series:Innovative Marketing
Subjects:
automobile
brand
customer
engagement
loyalty
Thailand
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15040/IM_2021_02_Terason.pdf

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