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Targeting Young Female Consumer in Malaysia: the Effect of Fashion Lifestyle on Brand Loyalty
| Content Provider | Semantic Scholar |
|---|---|
| Author | Fernando, Yudi Haron, Mahmod Sabri |
| Copyright Year | 2010 |
| Abstract | The objective of study is to identify the relative important of determinants of brand loyalty among young female consumers. The five factors of fashion lifestyle and socio-demographics have been investigated to seek the relationship toward brand loyalty. The data were collected from a sample which is the students' of university in northern region of Malaysia (N=350). Based on the results, it is found that shopping enjoyment, brand consciousness, personally pursuit, medium -pocket money, and high-pocket money are associated with brand loyalty. Ethnicity of participants does not play any significant role as predictors of brand loyalty. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://sbm.binus.ac.id/files/2013/09/Full-Paper_Part_3-2010.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
