Transcription of A CONCEPTUAL FRAMEWORK TO BUILD BRAND …
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A CONCEPTUAL FRAMEWORK TO BUILD BRAND …
Journal of Asian Scientific Research, 2014, 4(10): 547-557 547 A CONCEPTUAL FRAMEWORK TO BUILD BRAND loyalty IN THE MODERN MARKETING ENVIRONMENT Wasib B Latif School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, Perlis, Malaysia Md. Aminul Islam School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, Perlis, Malaysia Idris Bin Mohd Noor School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, Perlis, Malaysia ABSTRACT Building BRAND loyalty in a competitive market can play an efficient role in the modern marketing environment. It is now widely acknowledged by companies and business enterprises that strong BRAND loyalty will make a competitive advantage in the marketplace that will increase their overall knowledge with experiences and trustworthiness. Indeed, recent trends in modern marketing have changed tremendously, and study of BRAND loyalty is increasingly becoming essential to keep pace with this change.
Journal of Asian Scientific Research, 2014, 4(10): 547-557 548 Contribution/ Originality In this conceptual paper, we attempted to discuss the conceptual framework of brand loyalty
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