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