The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim
Brand loyalty has become a primary goal for a company in today’s business environment due to intense market competition. Therefore, companies need to engage with customers, as this may result in brand loyalty. Drawing from Dick and Basu customer loyalty model, this paper propose a conceptual framewo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universiti Teknologi Mara Selangor
2020
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| Online Access: | https://ir.uitm.edu.my/id/eprint/33034/ |
| _version_ | 1848808177810800640 |
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| author | Zaidun, Nurul Aqmar Muda, Mazzini Hashim, Nor Hashima |
| author_facet | Zaidun, Nurul Aqmar Muda, Mazzini Hashim, Nor Hashima |
| author_sort | Zaidun, Nurul Aqmar |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | Brand loyalty has become a primary goal for a company in today’s business environment due to intense market competition. Therefore, companies need to engage with customers, as this may result in brand loyalty. Drawing from Dick and Basu customer loyalty model, this paper propose a conceptual framework on customer brand engagement, customer loyalty and brand trust. In addition, brand trust has received extensive attention and widely recognised as an essential variable that affects human relationships at all levels. Although the relationship between brand trust and brand loyalty has been widely discussed, however, how brand trust develops remains uncertain. Therefore, trust as a moderating variable trust is introduced in the conceptual framework to determine if there exist positive behavioural outcomes. |
| first_indexed | 2025-11-14T22:54:35Z |
| format | Article |
| id | uitm-33034 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:54:35Z |
| publishDate | 2020 |
| publisher | Universiti Teknologi Mara Selangor |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-330342020-08-18T03:11:05Z https://ir.uitm.edu.my/id/eprint/33034/ The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim abrij Zaidun, Nurul Aqmar Muda, Mazzini Hashim, Nor Hashima Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Malaysia Brand loyalty has become a primary goal for a company in today’s business environment due to intense market competition. Therefore, companies need to engage with customers, as this may result in brand loyalty. Drawing from Dick and Basu customer loyalty model, this paper propose a conceptual framework on customer brand engagement, customer loyalty and brand trust. In addition, brand trust has received extensive attention and widely recognised as an essential variable that affects human relationships at all levels. Although the relationship between brand trust and brand loyalty has been widely discussed, however, how brand trust develops remains uncertain. Therefore, trust as a moderating variable trust is introduced in the conceptual framework to determine if there exist positive behavioural outcomes. Universiti Teknologi Mara Selangor 2020-06 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/33034/1/33034.pdf Zaidun, Nurul Aqmar and Muda, Mazzini and Hashim, Nor Hashima (2020) The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim. (2020) Advances in Business Research International Journal <https://ir.uitm.edu.my/view/publication/Advances_in_Business_Research_International_Journal.html>, 6 (1). pp. 1-11. ISSN 2462-1838 |
| spellingShingle | Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Malaysia Zaidun, Nurul Aqmar Muda, Mazzini Hashim, Nor Hashima The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim |
| title | The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim |
| title_full | The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim |
| title_fullStr | The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim |
| title_full_unstemmed | The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim |
| title_short | The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / Nurul Aqmar Zaidun, Mazzini Muda and Nor Hashima Hashim |
| title_sort | moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: a conceptual review / nurul aqmar zaidun, mazzini muda and nor hashima hashim |
| topic | Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Malaysia |
| url | https://ir.uitm.edu.my/id/eprint/33034/ |