The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study

Hashed Ahmed Mabkhot, Hasnizam Shaari, Salniza Md Salleh

Abstract


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.

Keywords: Brand image, brand personality, brand trust, brand loyalty, Malaysian automobile local brands

ABSTRAK
Objektif penyelidikan ini adalah untuk mengkaji hubungan antara imej jenama (BI), personaliti jenama (BP), dan kesetiaan jenama (BL) bagi jenama-jenama automobil tempatan di Malaysia, serta juga untuk menentukan kesan pengantara kepercayaan terhadap jenama (BT) ke atas hubungan antara personaliti jenama (BP) dan kesetiaan jenama (BL). Kajian ini dijalankan disebabkan hanya terdapat beberapa kajian yang meneliti pengaruh imej jenama, personaliti jenama, dan kepercayaan terhadap jenama ke atas kesetiaan jenama. ‘Partial Least Squares Structural Equation Modeling’ (PLS-SEM) telah digunakan dalam analisis data. Dapatan kajian menunjukkan wujudnya hubungan yang signifikan antara imej jenama dan kesetiaan jenama. Walau bagaimanapun, kajian ini tidak menemui hubungan yang signifikan antara personaliti jenama dan kesetiaan jenama. Tambahan pula, kepercayaan terhadap jenama didapati mengantara hubungan antara personaliti jenama dan kesetiaan jenama, dan kepercayaan terhadap jenama didapati tidak mengantara hubungan antara imej jenama dan kesetiaan jenama. Kajian ini diakhiri dengan perbincangan mengenai sumbangan, kekangan, serta cadangan kajian masa hadapan.

Kata-kata kunci: imej jenama, personaliti jenama, kepercayaan terhadap jenama, kesetiaan jenama, jenama-jenama automobil tempatan Malaysia


Keywords


brand image, brand personality, brand loyalty, Malaysian automobile local brands

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