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The Factor Influencing Brand Loyalty in Fashion Industry among Generation Y in Malaysia

Author

Listed:
  • Dilashenyi Devi Selvarajah

Abstract

Brand loyalty has place at the middle of the both marketing theory and the practice since it is the origin of the revenue. The revenue usually get it from the customer feedback, price premiums, increased in sales, higher balance, and the cut operating costs. The reason or gap to study this research is to analyze the factors that influence brand loyalty to fashion industry. The finding of this study not only improving the understanding of the different factors in increase the brand loyalty for the brand, but also help in market segment and formulate appropriate customer retention policies that are more cost-effective than others. The main objective of this research is to investigate the factors that influence brand loyalty in fashion industry in Malaysia. The purpose existence, it will provide certain procedures or else guidelines to the researcher to resolve the problematic that get up in the issue deliberated. These results might be a proof for future researchers or the surveyor.

Suggested Citation

  • Dilashenyi Devi Selvarajah, 2018. "The Factor Influencing Brand Loyalty in Fashion Industry among Generation Y in Malaysia," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(4), pages 201-201, March.
    • Handle: RePEc:ibn:ijbmjn:v:13:y:2018:i:4:p:201
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    References listed on IDEAS

    as
    1. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    2. Thomas H. Brush & Ramesh Dangol & Jonathan P. O'Brien, 2012. "Customer capabilities, switching costs, and bank performance," Strategic Management Journal, Wiley Blackwell, vol. 33(13), pages 1499-1515, December.
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    Cited by:

    1. Teo Shao Zhen, 2021. "Online Business Capabilities and Online Business Performance in the Malaysian Fashion Industry," GATR Journals gjbssr590, Global Academy of Training and Research (GATR) Enterprise.
    2. Muhammad Hafiz Abd Rashid & Muhammad Iskandar Hamzah & Aida Azlina Mansor & Norfazlina Ghazali & Nani Ilyana Shafie, 2025. "Disentangling the Influence of Brand Equity on Customer Satisfaction: A Perspective from Mobile Phone Users in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 2212-2220, September.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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