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

  •  Dilashenyi Devi Selvarajah    


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.

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