The influence of brand image and brand personality on brand loyalty, mediating by brand trust: an empirical study. Jurnal Pengurusan, 50. pp. 83-95. (2017)
Abstract
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.
| Item Type: | Article |
|---|---|
| Keywords: | Branding, Brand personality, Brand image, Brand loyalty, Brand trust, Malaysian automobile local brands |
| Taxonomy: | By Subject > Communication & Media Studies > Strategic Communication > Advertising By Subject > Communication & Media Studies > Strategic Communication > New Media Communication |
| Local Content Hub: | Subjects > Communication & Media Studies |
| Depositing User: | Muhammad Shafiq Amirullah |
| Date Deposited: | 07 May 2021 08:46 |
| Last Modified: | 07 May 2021 08:46 |
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