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The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda

This study investigates the role of brand self-relevance in developing brand loyalty on the automotive brand, Honda. In-depth interviews of 34 Honda owners in Malaysia were conducted. Those interviewed were asked on their feelings, experiences and loyalty towards Honda. The study conceptualised a re...

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Bibliographic Details
Main Authors:	Nur Atikah A Rahman, Shuhaida Md Noor
Format:	Article
Language:	English
Published:	Universiti Kebangsaan Malaysian 2014
Online Access:	http://journalarticle.ukm.my/8584/ http://journalarticle.ukm.my/8584/1/V30_2_6.pdf

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