Brand Leadership, Brand Trust, and Brand Loyalty of Fashion Brand in E-Marketplace

  • Anon Khamwon
  • Worrapisa Sorataworn

Abstract

The purpose of this study is to investigate the interrelationship among brand leadership, brand trust, and brand loyalty of fashion brands in the E-Marketplace. The data was collected by online questionnaire from 400 respondents in Thailand. Data were analyzed by using Structural Equation Modeling (SEM). The findings revealed that brand leadership influences, directly and indirectly, brand loyalty through brand trust.

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Published
2021-09-01
How to Cite
KHAMWON, Anon; SORATAWORN, Worrapisa. Brand Leadership, Brand Trust, and Brand Loyalty of Fashion Brand in E-Marketplace. Asian Journal of Research in Business and Management, [S.l.], v. 3, n. 3, p. 8-14, sep. 2021. Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/15102>. Date accessed: 19 oct. 2021.
Section
Articles