The Antecedents and Outcomes of Brand Love in Malaysian Context
This research explores the antecedents and outcome of brand love. Consumer-brand relationship constructs, brand trust, brand credibility and brand equity may influence consumers' brand love. Brand love in turn may have positive impact towards brand commitment. Quantitative survey research is em...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2013
|
| Online Access: | https://eprints.nottingham.ac.uk/26334/ |
| _version_ | 1848793159159513088 |
|---|---|
| author | Chin, Shih Yuan |
| author_facet | Chin, Shih Yuan |
| author_sort | Chin, Shih Yuan |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This research explores the antecedents and outcome of brand love. Consumer-brand relationship constructs, brand trust, brand credibility and brand equity may influence consumers' brand love. Brand love in turn may have positive impact towards brand commitment. Quantitative survey research is employed to test the hypotheses involving brand love and brand commitment. Results show that brand trust, brand experience, brand credibility and brand equity relates positively towards brand love. Consumers love towards brand has direct effect on brand commitment. Result also suggests that there is positive relationship between brand equity and brand credibility towards brand commitment. |
| first_indexed | 2025-11-14T18:55:52Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-26334 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:55:52Z |
| publishDate | 2013 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-263342017-10-19T13:28:58Z https://eprints.nottingham.ac.uk/26334/ The Antecedents and Outcomes of Brand Love in Malaysian Context Chin, Shih Yuan This research explores the antecedents and outcome of brand love. Consumer-brand relationship constructs, brand trust, brand credibility and brand equity may influence consumers' brand love. Brand love in turn may have positive impact towards brand commitment. Quantitative survey research is employed to test the hypotheses involving brand love and brand commitment. Results show that brand trust, brand experience, brand credibility and brand equity relates positively towards brand love. Consumers love towards brand has direct effect on brand commitment. Result also suggests that there is positive relationship between brand equity and brand credibility towards brand commitment. 2013 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/26334/1/ShihYuanChin.pdf Chin, Shih Yuan (2013) The Antecedents and Outcomes of Brand Love in Malaysian Context. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Chin, Shih Yuan The Antecedents and Outcomes of Brand Love in Malaysian Context |
| title | The Antecedents and Outcomes of Brand Love in Malaysian Context |
| title_full | The Antecedents and Outcomes of Brand Love in Malaysian Context |
| title_fullStr | The Antecedents and Outcomes of Brand Love in Malaysian Context |
| title_full_unstemmed | The Antecedents and Outcomes of Brand Love in Malaysian Context |
| title_short | The Antecedents and Outcomes of Brand Love in Malaysian Context |
| title_sort | antecedents and outcomes of brand love in malaysian context |
| url | https://eprints.nottingham.ac.uk/26334/ |