The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study
Pengaruh Imej Jenama dan Personaliti Jenama ke Atas Kesetiaan Jenama, Kesan Pengantara Kepercayaan Jenama: Kajian Empirikal

School of Business Management
University Utara Malaysia
06010 UUM Sintok, Kedah, MALAYSIA.

hashed88@gmail.com

School of Business Management
University Utara Malaysia
06010 UUM Sintok, Kedah, MALAYSIA.

zamree@uum.edu.my

School of Business Management
University Utara Malaysia
06010 UUM Sintok, Kedah, MALAYSIA.

sal1029@uum.edu.my

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 loyalty; brand personality; brand trust; Malaysian automobile local brands
https://doi.org/10.17576/pengurusan-2017-50-07

Citation

Ahmad Mabkhot, H. A., Shaari, H. S., & Md. Salleh, S. M. (2017). The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study. Jurnal Pengurusan, 50, 71–82. https://doi.org/10.17576/pengurusan-2017-50-07

@article{ahmadmabkhot2017influence,
  title={The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study},
  author={Ahmad Mabkhot, Hashed and Shaari, Hasnizam and Md. Salleh, Salniza},
  journal={Jurnal Pengurusan},
 

volume={50},
  number={},
  pages={71—82},
  year={2017},
  doi={https://doi.org/10.17576/pengurusan-2017-50-07},
  publisher={Penerbit UKM},
}

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50 (2017) 71 – 82

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