Relationship between product involvement and brand loyalty.
Chan, Mei Ling.
Chua, Ling Ling.
Tan, Boon Kiat.
Date of Issue2005
College of Business (Nanyang Business School)
Recognizing brand loyalty as a determinant to sustainability and thus the success of a company in today’s competitive business environment. We see the need to understand one of the core underlying factors, Product Involvement, in explaining Brand Loyalty.
Final Year Project (FYP)
Nanyang Technological University