The Factors Of Brand Loyalty In Malaysian Automobile Industry

Khaled Ali Ahmed Alfakih, Ummi Naiemah Saraih, Jamal Mohammed Alekam

Abstract


The aim of this paper is to develop a conceptual framework for the mediating effect of brand satisfaction on the relationships between brand image, brand trust and brand loyalty of local automobile brands in Malaysia. The conceptual framework suggests that customers will be loyal when the automobile companies have a strong brand image and brand trust, but this relationship is dependent on brand satisfaction by the customers. This study is expected to contribute to extending the body of knowledge of brand loyalty determinants in the context of the automobile industry.


Keywords


Brand satisfaction, brand image, brand trust, brand loyalty, Malaysia

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