Yu, Zhiyuan; Worasak Klongthong; Jakkrit Thavorn; … - In: Cogent business & management 8 (2021) 1, pp. 1-20
This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and … brand loyalty demonstrate that brand involvement exerted a direct effect of approximately 67% on brand familiarity, which in …