期刊名称：International Review of Management and Marketing
电子版ISSN：2146-4405
出版年度：2016
卷号：6
期号：3
页码：596-602
语种：English
出版社：EconJournals
摘要：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 C lassification: M3
其他摘要：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 C lassification: M3
