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The effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: Malaysian car consumer's perspective

Doctor of Philosophy in Management

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Bibliographic Details
Main Author: Syahida, Abd Aziz
Other Authors: Muhammad Shahar, Jusoh, Assoc. Prof. Dr.
Format: Thesis
Language:English
Published: Universiti Malaysia Perlis (UniMAP) 2018
Subjects:
Product management
Brand loyalty
Marketing
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/78011
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spelling my.unimap-780112023-03-06T07:31:10Z The effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: Malaysian car consumer's perspective Syahida, Abd Aziz Muhammad Shahar, Jusoh, Assoc. Prof. Dr. Product management Brand loyalty Marketing Doctor of Philosophy in Management Despite the common perception and various researches in the area of brand management-brand loyalty, findings on the relationship between these variables are rather conflicting. Links between brand management’s elements (product quality, service quality, brand value and brand image) and brand loyalty which is moderated and mediated by technology anxiety and brand trust are not comprehensively understandable. Therefore, there is a need to investigate ways in which brand loyalty can be empirically measured in order for researchers to effectively analyse the key variables related to it. The current study attempted to bridge this existing gap by developing an effective brand loyalty measurement and model. Grasped within the foundation of marketing and brand management literature, this investigation developed a conceptual model that explains the relationships between brand management’s elements and brand loyalty. A meta-analysis technique was employed in this investigation to statistically identify the magnitude and the direction of relationships in a single model based on literature reviewed. The investigation employed such theories (Kano model, Technology Acceptance Model 2, Car Technology Acceptance Model and Choice theory) to measure the interrelationship between brand mangement’s elements and brand loyalty. The objectives of the investigation are: 1) to evaluate the direct effects of brand management’s elements on brand loyalty; 2) to investigate the direct effects of brand management’s element on brand loyalty moderated by technology anxiety; 3) to investigate the indirect effects of brand management’s elements on brand loyalty mediated by brand trust. Based on the proposed model, twelve hypotheses were developed with seven latent variables. Conducting a survey and a pilot test, the measurements were refined and the questionnaire used for the main study was developed. Data was analysed using 205 procured surveys. A structural equation modelling approach using partial least squares (PLS) method was employed to evaluate the measurements and the structural model and to test the research hypotheses and relationships among the latent constructs. The results indicated that although the relationships between the research constructs exist, not all relationships were significantly strong. Brand management’s elements were found to directly influence brand loyalty and technology anxiety was found to moderate the link between product quality and brand image with brand loyalty. The results also indicated the critical mediating effect of brand trust between brand management’s elements and brand loyalty. The investigation compared the meta-analysis results, obtained from independent empirical studies, with the field study results, which were obtained from surveying passenger car consumers. This investigation contributes to academicians and practitioners through the establishment of theoretical, practical and policy development. The investigation addressed the existing gap in the literature, and attempts to resolve the existing mixed views on the studied concepts by examining technology anxiety among car’s consumers. This investigation indicated the need to expand this area of research further by examining the investigated relationship with the influence of other factors to establish brand loyalty in a similar and/or different context of study. 2018 2023-03-06T07:29:23Z 2023-03-06T07:29:23Z Thesis http://dspace.unimap.edu.my:80/xmlui/handle/123456789/78011 en Universiti Malaysia Perlis (UniMAP) Universiti Malaysia Perlis (UniMAP) School of Business Innovation and Technopreneurship
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Product management
Brand loyalty
Marketing
spellingShingle Product management
Brand loyalty
Marketing
Syahida, Abd Aziz
The effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: Malaysian car consumer's perspective
description Doctor of Philosophy in Management
author2 Muhammad Shahar, Jusoh, Assoc. Prof. Dr.
author_facet Muhammad Shahar, Jusoh, Assoc. Prof. Dr.
Syahida, Abd Aziz
format Thesis
author Syahida, Abd Aziz
author_sort Syahida, Abd Aziz
title The effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: Malaysian car consumer's perspective
title_short The effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: Malaysian car consumer's perspective
title_full The effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: Malaysian car consumer's perspective
title_fullStr The effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: Malaysian car consumer's perspective
title_full_unstemmed The effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: Malaysian car consumer's perspective
title_sort effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: malaysian car consumer's perspective
publisher Universiti Malaysia Perlis (UniMAP)
publishDate 2018
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/78011
_version_ 1772813089351139328
score 13.214268

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