The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian

Authors

  • Hashed Ahmed Mabkhot School of Business Management, Universiti Utara Malaysia, 06010 Sintok , Malaysia Faculty of Business and Economics, Amran University, Yemen
  • Salniza MD Salleh
  • Hasnizam Shaari

Abstract

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 automobileJEL Classification: M3

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Author Biographies

Salniza MD Salleh

School of Business Management, Universiti Utara Malaysia, 06010 Sintok , Malaysia

Hasnizam Shaari

School of Business Management, Universiti Utara Malaysia, 06010 Sintok , Malaysia

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Published

2016-07-21

How to Cite

Mabkhot, H. A., Salleh, S. M., & Shaari, H. (2016). The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian. International Review of Management and Marketing, 6(3), 596–602. Retrieved from https://www.econjournals.com/index.php/irmm/article/view/2286

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