(European Journal of Business and Management, 2014-02-02) Abubakar Hadiza Saidu
This study attempts to examine factors affecting brand loyalty of product among consumers in Nigeria. These factors include Customer satisfaction, Product involvement, perceived quality and brand trust that could possibly enhance brand loyalty. In this study, brand loyalty is approached based on previous studies and literature, by building a framework to link the dimensions of brand loyalty and brand involvement and also the factors that enhance both.
