The purpose of this study was to empirically examine the consolidative conceptual model which tests the effect of perceived quality, brand awareness, perceived value and brand uniqueness on brand loyalty and the effect of brand loyalty on positive WOM. The study adopted a quantitative...

Social media is an integral part of every individual's life where one can share his/her experience, opinions, and feelings with others. The democratization of information through social media has brought significant changes in the purchasing behaviors of consumers. Consumers' connectivity in a...