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首页> 外文期刊>Journal of Industrial Integration and Management: Innovation & Entrepreneurship >Determinants of the Malaysian Cars Brand Loyalty: Mediating Effect of Brand Satisfaction
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Determinants of the Malaysian Cars Brand Loyalty: Mediating Effect of Brand Satisfaction

机译：马来西亚汽车品牌忠诚度的决定因素：品牌满意度的中介效应

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摘要

The objective of this study is to investigate the associations among brand price, brand advertisement, brand image, brand trust and brand loyalty of the Malaysian car. In addition, the objective of this study is to determine the mediating effect of brand satisfaction on those associations. Questionnaire is used to collect data. 319 usable responses were received from respondents in the Northern Region of Malaysia (Kedah, Perlis and Penang). Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed in the data analysis. The findings reveal significant associations among brand advertisement, brand image, brand trust and brand loyalty. However, this study does not find any significant associations among brand price and brand loyalty. This study observes that brand satisfaction mediates the effects of brand price, brand image, brand trust toward brand loyalty. However, brand satisfaction does not mediate the associations between brand advertisement and brand loyalty. The study conducted for the locally operating car manufacturers this is why the findings are not general for other car manufacturers and certain international brands. The research contributes in the research work available for automobile market and is significant for automobile manufacturing firms, automobile sellers, consumers and government in emerging economies, like Malaysia, for market expansion strategic plans. This research revealed that loyalty toward the locally operating Malaysian car brands based on various determinants, with some directly attributed to brand satisfaction. The significance of this study can be seen in the incorporation of brand satisfaction as the mediating variable to explain the associations among brand price, brand image, brand trust and brand loyalty.
机译：本研究的目的是调查联想在品牌价格,品牌广告、品牌形象、品牌信任和品牌忠诚的马来西亚的车。本研究的目的是为了确定中介品牌满意度的影响关联。数据。马来西亚北部地区的受访者(吉打州、玻璃市及槟城)。结构方程建模(PLS-SEM)用于数据分析。揭示品牌之间的重要关联广告、品牌形象、品牌信任和品牌忠诚。重要的协会在价格和品牌品牌忠诚度。满足协调品牌价格的影响,品牌形象、品牌信任对品牌忠诚度。然而,品牌满意度并不协调品牌广告和之间的联系品牌忠诚度。在本地操作汽车制造商这是为什么研究结果为其他汽车不一般制造商和某些国际品牌。研究贡献的研究工作对汽车市场和可用重要的汽车制造公司,汽车销售商、消费者和政府新兴经济体,比如马来西亚市场扩张战略计划。向本地操作,忠诚马来西亚汽车品牌根据不同决定因素,一些直接归因于品牌的满意度。研究中可以看到的品牌满意度为中介变量来解释品牌之间的关联价格、品牌形象、品牌信任和品牌忠诚度。

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