Brand Advocacy and Repurchase Intention of Malaysian Automotive Owners Using SEM Approach

The objective of this study was to relate the applicability of the TRA theory in the advocacy and repurchase intention of Malaysian automotive owners pertaining to their future purchases. Consequently, it was found that perceived brand perception of equity, value, affective and continuance commitm...

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Main Author: Kwong, Simon C. M.
Format: Journal
Language:English
Published: AeU 2015
Subjects:
Online Access:http://ur.aeu.edu.my/26/1/PAPER%20-%20Simon%20Kwong%20Choong%20Mun.docx
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spelling my-aeu-eprints.262017-08-22T01:29:00Z http://ur.aeu.edu.my/26/ Brand Advocacy and Repurchase Intention of Malaysian Automotive Owners Using SEM Approach Kwong, Simon C. M. HF Commerce The objective of this study was to relate the applicability of the TRA theory in the advocacy and repurchase intention of Malaysian automotive owners pertaining to their future purchases. Consequently, it was found that perceived brand perception of equity, value, affective and continuance commitment had significant influence in the advocacy and repurchase intentions of auto owners in their future auto purchases. These findings were similar with many past findings (Tolba, 2006; Aaker, 2004; Johnson et al, 2006; Keller, 2003; Fornell et al, 1996; Parasuraman et al, 1996). The findings also highlighted that there were no significant influence for value on satisfaction and satisfaction on affective & continuance commitment of the advocacy and repurchase intention of the auto owners. The findings also found that Malaysian brand automotive owners were quite loyal to the local brand because the “switching cost” is a huge barrier. Due to such an advantage the Malaysian automotive industry should capitalize on this nationalistic sentiment among the existing customers though the product quality was left much to be desired. The Malaysian Automotive Industry should ensure that product attributes must meet basic quality standards in order to retain existing customers as well as attract new purchasers. AeU 2015-10-04 Journal PeerReviewed text en http://ur.aeu.edu.my/26/1/PAPER%20-%20Simon%20Kwong%20Choong%20Mun.docx Kwong, Simon C. M. (2015) Brand Advocacy and Repurchase Intention of Malaysian Automotive Owners Using SEM Approach. Paper presented at the AeU International Research Conference. pp. 1-12.
institution Asia e University
building AEU Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Asia e University
content_source AEU University Repository
url_provider http://ur.aeu.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Kwong, Simon C. M.
Brand Advocacy and Repurchase Intention of Malaysian Automotive Owners Using SEM Approach
description The objective of this study was to relate the applicability of the TRA theory in the advocacy and repurchase intention of Malaysian automotive owners pertaining to their future purchases. Consequently, it was found that perceived brand perception of equity, value, affective and continuance commitment had significant influence in the advocacy and repurchase intentions of auto owners in their future auto purchases. These findings were similar with many past findings (Tolba, 2006; Aaker, 2004; Johnson et al, 2006; Keller, 2003; Fornell et al, 1996; Parasuraman et al, 1996). The findings also highlighted that there were no significant influence for value on satisfaction and satisfaction on affective & continuance commitment of the advocacy and repurchase intention of the auto owners. The findings also found that Malaysian brand automotive owners were quite loyal to the local brand because the “switching cost” is a huge barrier. Due to such an advantage the Malaysian automotive industry should capitalize on this nationalistic sentiment among the existing customers though the product quality was left much to be desired. The Malaysian Automotive Industry should ensure that product attributes must meet basic quality standards in order to retain existing customers as well as attract new purchasers.
format Journal
author Kwong, Simon C. M.
author_facet Kwong, Simon C. M.
author_sort Kwong, Simon C. M.
title Brand Advocacy and Repurchase Intention of Malaysian Automotive Owners Using SEM Approach
title_short Brand Advocacy and Repurchase Intention of Malaysian Automotive Owners Using SEM Approach
title_full Brand Advocacy and Repurchase Intention of Malaysian Automotive Owners Using SEM Approach
title_fullStr Brand Advocacy and Repurchase Intention of Malaysian Automotive Owners Using SEM Approach
title_full_unstemmed Brand Advocacy and Repurchase Intention of Malaysian Automotive Owners Using SEM Approach
title_sort brand advocacy and repurchase intention of malaysian automotive owners using sem approach
publisher AeU
publishDate 2015
url http://ur.aeu.edu.my/26/1/PAPER%20-%20Simon%20Kwong%20Choong%20Mun.docx
http://ur.aeu.edu.my/26/
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score 13.222552