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The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian

Author

Listed:
  • Hashed Ahmad Mabkhot

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

  • Hashed Ahmad Mabkhot

    (Faculty of Business and Economics, Amran University, Yemen,)

  • 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.)

Abstract

This study empirically examined the mediating effect of brand satisfaction (BS) on the relationship between brand image (BI) and brand loyalty (BL) among Malaysian customer toward local automobile brands. Four hypotheses were developed to test hypothesizing relationships among BI, BS on BL. 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 BI and BS appear to have significant and positive relationship with BL. BS mediates the relationship between BI and BL. The results are compared with earlier findings and implications for further research are discussed.

Suggested Citation

  • Hashed Ahmad Mabkhot & Hashed Ahmad Mabkhot & Salniza MD Salleh & Hasnizam Shaari, 2016. "The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian," International Review of Management and Marketing, Econjournals, vol. 6(3), pages 596-602.
    • Handle: RePEc:eco:journ3:2016-03-26
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    References listed on IDEAS

    as
    1. Samy Belaïd & Azza Temessek Behi, 2011. "The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context," Post-Print hal-02180696, HAL.
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    Cited by:

    1. Hiroyasu Furukawa & Koki Matsumura & Susumu Harada, 2019. "Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market," International Review of Management and Marketing, Econjournals, vol. 9(6), pages 158-168.
    2. Linda Seduram & Abdullah Al Mamun & Anas A. Salameh & Selvan Perumal & Hasnizam Shaari, 2022. "Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model," SAGE Open, , vol. 12(2), pages 21582440221, May.

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    More about this item

    Keywords

    Brand Satisfaction; Brand Image; Brand Loyalty; Malaysian Automobile;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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