The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian
This study empirically examined the mediating effect of brand satisfaction on the relationship between brand image and brand loyalty among Malaysian customer toward local automobile brands. Four hypotheses were developed to test hypothesizing relationships among brand image, brand satisfaction on b...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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EconJournals
2016-07-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://www.econjournals.com/index.php/irmm/article/view/2286 |
| _version_ | 1797911741323018240 |
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| author | Hashed Ahmed Mabkhot Salniza MD Salleh Hasnizam Shaari |
| author_facet | Hashed Ahmed Mabkhot Salniza MD Salleh Hasnizam Shaari |
| author_sort | Hashed Ahmed Mabkhot |
| collection | DOAJ |
| description |
This study empirically examined the mediating effect of brand satisfaction on the relationship between brand image and brand loyalty among Malaysian customer toward local automobile brands. Four hypotheses were developed to test hypothesizing relationships among brand image, brand satisfaction on brand loyalty. Data collected from customers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penang, and Perlis. This study applies partial least squares to a sample of 458 customers to test hypothesized relationships. The findings indicate that brand image and brand satisfaction appear to have significant and positive relationship with brand loyalty. Brand satisfaction mediates the relationship between brand image and brand loyalty. The results are compared with earlier findings and implications for further research are discussed.
Keywords: Brand satisfaction, brand image, brand loyalty, Malaysian automobile
JEL Classification: M3
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| first_indexed | 2024-04-10T11:45:25Z |
| format | Article |
| id | doaj.art-bfa99f3168ab49d085b5e2d4399c850c |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T11:45:25Z |
| publishDate | 2016-07-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-bfa99f3168ab49d085b5e2d4399c850c2023-02-15T16:17:21ZengEconJournalsInternational Review of Management and Marketing2146-44052016-07-0163The Antecedents of Automobile Brand Loyalty: Evidence from MalaysianHashed Ahmed Mabkhot0Salniza MD SallehHasnizam ShaariSchool of Business Management, Universiti Utara Malaysia, 06010 Sintok , Malaysia Faculty of Business and Economics, Amran University, Yemen This study empirically examined the mediating effect of brand satisfaction on the relationship between brand image and brand loyalty among Malaysian customer toward local automobile brands. Four hypotheses were developed to test hypothesizing relationships among brand image, brand satisfaction on brand loyalty. Data collected from customers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penang, and Perlis. This study applies partial least squares to a sample of 458 customers to test hypothesized relationships. The findings indicate that brand image and brand satisfaction appear to have significant and positive relationship with brand loyalty. Brand satisfaction mediates the relationship between brand image and brand loyalty. The results are compared with earlier findings and implications for further research are discussed. Keywords: Brand satisfaction, brand image, brand loyalty, Malaysian automobile JEL Classification: M3 https://www.econjournals.com/index.php/irmm/article/view/2286 |
| spellingShingle | Hashed Ahmed Mabkhot Salniza MD Salleh Hasnizam Shaari The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian International Review of Management and Marketing |
| title | The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian |
| title_full | The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian |
| title_fullStr | The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian |
| title_full_unstemmed | The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian |
| title_short | The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian |
| title_sort | antecedents of automobile brand loyalty evidence from malaysian |
| url | https://www.econjournals.com/index.php/irmm/article/view/2286 |
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