The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study
The objective of this study is to investigate the relationships between brand image (BI), brand personality (BP), and brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the relationships between brand personality (BP) and brand loyal...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universiti Kebangsaan Malaysia
2017
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/23039/1/JP%2050%20%282017%29%201-18.pdf |
| _version_ | 1803628471341023232 |
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| author | Mabkhot, Hashed Ahmed Shaari, Hasnizam Md Salleh, Salniza |
| author_facet | Mabkhot, Hashed Ahmed Shaari, Hasnizam Md Salleh, Salniza |
| author_sort | Mabkhot, Hashed Ahmed |
| collection | UUM |
| description | The objective of this study is to investigate the relationships between brand image (BI), brand
personality (BP), and brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the relationships between brand personality (BP) and brand loyalty.This study was carried out because only a few studies have examined the influence of brand image, brand personality, and brand trust on brand loyalty.The Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed
in the data analysis.The findings revealed significant relationships between brand image and
brand loyalty.However, this study did not find any significant relationships between brand personality and brand loyalty.In addition, brand trust is found to mediate the relationships
between brand personality and brand loyalty, and brand trust does not mediate the relationships between brand image and brand loyalty.The study concludes with a discussion on the contributions, limitations as well as suggestions for future research. |
| first_indexed | 2024-07-04T06:22:29Z |
| format | Article |
| id | uum-23039 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:22:29Z |
| publishDate | 2017 |
| publisher | Universiti Kebangsaan Malaysia |
| record_format | dspace |
| spelling | uum-230392018-02-13T01:08:35Z https://repo.uum.edu.my/id/eprint/23039/ The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study Mabkhot, Hashed Ahmed Shaari, Hasnizam Md Salleh, Salniza HB Economic Theory The objective of this study is to investigate the relationships between brand image (BI), brand personality (BP), and brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the relationships between brand personality (BP) and brand loyalty.This study was carried out because only a few studies have examined the influence of brand image, brand personality, and brand trust on brand loyalty.The Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed in the data analysis.The findings revealed significant relationships between brand image and brand loyalty.However, this study did not find any significant relationships between brand personality and brand loyalty.In addition, brand trust is found to mediate the relationships between brand personality and brand loyalty, and brand trust does not mediate the relationships between brand image and brand loyalty.The study concludes with a discussion on the contributions, limitations as well as suggestions for future research. Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/23039/1/JP%2050%20%282017%29%201-18.pdf Mabkhot, Hashed Ahmed and Shaari, Hasnizam and Md Salleh, Salniza (2017) The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study. Jurnal Pengurusan, 50. pp. 1-18. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/article/view/15218 |
| spellingShingle | HB Economic Theory Mabkhot, Hashed Ahmed Shaari, Hasnizam Md Salleh, Salniza The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study |
| title | The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study |
| title_full | The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study |
| title_fullStr | The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study |
| title_full_unstemmed | The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study |
| title_short | The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study |
| title_sort | influence of brand image and brand personality on brand loyalty mediating by brand trust an empirical study |
| topic | HB Economic Theory |
| url | https://repo.uum.edu.my/id/eprint/23039/1/JP%2050%20%282017%29%201-18.pdf |
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