The antecedents of automobile brand loyalty: evidence from Malaysian

• Main Authors: Mabkhot, Hashed Ahmad, Md Salleh, Salniza, Shaari, Hasnizam
• Format: Article
• Language: English
• Published: 2016
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/20210/1/IRMM%206%203%202016%20596-602.pdf; http://repo.uum.edu.my/20210/; https://www.econjournals.com/index.php/irmm/article/view/2286

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 br...