The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre

Brands are the most crucial element in the consumer markets. Same goes in the financial services industry. The brand carry weight in the business decision making process since they are the interface between clients and the organization and potential clients may develop trust and loyalty to brands....

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Main Author:	Sumarni Matnin
Format:	Thesis
Language:	English
Published:	2014
Subjects:	HF Commerce
Online Access:	https://eprints.ums.edu.my/id/eprint/17893/1/The%20effects%20of%20brand%20communication.pdf
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id	my-ums-ep.17893
record_format	uketd_dc
spelling	my-ums-ep.178932017-12-28T22:40:41Z The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre 2014 Sumarni Matnin HF Commerce Brands are the most crucial element in the consumer markets. Same goes in the financial services industry. The brand carry weight in the business decision making process since they are the interface between clients and the organization and potential clients may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication and services quality on building brand loyalty through brand trust based on the study done by Zehir et al (2011) from the perspective of Labuan IBFC. The scope of study is limited to the key personnel who can be the decision maker of the direction among the 10,000 Labuan c ompanies which being incorporated in Labuan IBFC. The present study will focus on exploring the relationship among brand communication and service quality in a relational context with an emphasis on understanding the linking role of brand trust and brand loyalty. Data were collected through questionnaires from 190 selected key industry players ie. Trust Officers, Principal Officers, Labuan Insurance Managers etc. The findings indicated that perceptions of brand communications and service quality can be viewed as antecedents to brand trust and in turn affects brand loyalty 2014 Thesis https://eprints.ums.edu.my/id/eprint/17893/ https://eprints.ums.edu.my/id/eprint/17893/1/The%20effects%20of%20brand%20communication.pdf text en public masters Universiti Malaysia Sabah Faculty of Business, Economics and Accounting
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Sumarni Matnin The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre
description	Brands are the most crucial element in the consumer markets. Same goes in the financial services industry. The brand carry weight in the business decision making process since they are the interface between clients and the organization and potential clients may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication and services quality on building brand loyalty through brand trust based on the study done by Zehir et al (2011) from the perspective of Labuan IBFC. The scope of study is limited to the key personnel who can be the decision maker of the direction among the 10,000 Labuan c ompanies which being incorporated in Labuan IBFC. The present study will focus on exploring the relationship among brand communication and service quality in a relational context with an emphasis on understanding the linking role of brand trust and brand loyalty. Data were collected through questionnaires from 190 selected key industry players ie. Trust Officers, Principal Officers, Labuan Insurance Managers etc. The findings indicated that perceptions of brand communications and service quality can be viewed as antecedents to brand trust and in turn affects brand loyalty
format	Thesis
qualification_level	Master's degree
author	Sumarni Matnin
author_facet	Sumarni Matnin
author_sort	Sumarni Matnin
title	The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre
title_short	The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre
title_full	The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre
title_fullStr	The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre
title_full_unstemmed	The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre
title_sort	effects of brand communication and service quality in building brand loyalty through brand trust: the case of labuan international business and financial centre
granting_institution	Universiti Malaysia Sabah
granting_department	Faculty of Business, Economics and Accounting
publishDate	2014
url	https://eprints.ums.edu.my/id/eprint/17893/1/The%20effects%20of%20brand%20communication.pdf
_version_	1747836473419235328

The effects of brand communication and service quality in building brand loyalty through brand trust: the case of Labuan International Business and Financial Centre

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