A study of brand loyalty in Malaysia's automotive industry

Brand loyalty has become a major issue for the majority of the automobile brands in Malaysia’s automotive industry. To incorporate the business strategy, it is most vital to identify the factors that influence brand loyalty among car users, using the brand equity model. The main purpose of this stud...

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Main Author:	Ho, Tuck Sum
Format:	Thesis
Language:	eng eng
Published:	2015
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/5385/1/s92733.pdf https://etd.uum.edu.my/5385/2/s92733_abstract.pdf
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id	my-uum-etd.5385
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Md. Isa, Filzah
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Ho, Tuck Sum A study of brand loyalty in Malaysia's automotive industry
description	Brand loyalty has become a major issue for the majority of the automobile brands in Malaysia’s automotive industry. To incorporate the business strategy, it is most vital to identify the factors that influence brand loyalty among car users, using the brand equity model. The main purpose of this study was to investigate the relationship between service quality and brand loyalty, the relationship between marketing-mix strategy and brand loyalty, the relationship between country-of-origin and brand loyalty, and finally, the mediating effect of trust on the relationship between service quality, marketing-mix strategy, and country-of-origin, with brand loyalty. This study consisted of three independent variables: service quality, marketing-mix strategy, and country-of-origin; a mediator: brand trust; and a dependent variable: brand loyalty. A total of 10 hypotheses were developed. Regression was used to analyze the mediating effect. The population consisted of Malaysian consumers, and a postal mail survey using judgmental, cluster and simple random sampling yielded 413 respondents in the Klang Valley, Selangor. The results showed 6 hypotheses being supported. The results indicated that marketing-mix strategy and country-oforigin have a significant relationship with brand loyalty; however, service quality does not have a significant relationship with brand loyalty. It was also found that service quality and country-of-origin have a significant relationships with brand trust. Contrarily, marketing-mix strategy does not have a significant relationship with brand trust. Mediating effects were significant where brand trust was found to be partially mediated between the relationship of country-of-origin and brand loyalty. The findings of this study while contributing to the body of knowledge, may also assist policy-makers and marketers in their sustainability effort.
format	Thesis
qualification_name	Doctor of Business Administration (DBA)
qualification_level	Doctorate
author	Ho, Tuck Sum
author_facet	Ho, Tuck Sum
author_sort	Ho, Tuck Sum
title	A study of brand loyalty in Malaysia's automotive industry
title_short	A study of brand loyalty in Malaysia's automotive industry
title_full	A study of brand loyalty in Malaysia's automotive industry
title_fullStr	A study of brand loyalty in Malaysia's automotive industry
title_full_unstemmed	A study of brand loyalty in Malaysia's automotive industry
title_sort	study of brand loyalty in malaysia's automotive industry
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2015
url	https://etd.uum.edu.my/5385/1/s92733.pdf https://etd.uum.edu.my/5385/2/s92733_abstract.pdf
_version_	1747827922641616896
spelling	my-uum-etd.53852021-03-18T08:10:17Z A study of brand loyalty in Malaysia's automotive industry 2015 Ho, Tuck Sum Md. Isa, Filzah Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Brand loyalty has become a major issue for the majority of the automobile brands in Malaysia’s automotive industry. To incorporate the business strategy, it is most vital to identify the factors that influence brand loyalty among car users, using the brand equity model. The main purpose of this study was to investigate the relationship between service quality and brand loyalty, the relationship between marketing-mix strategy and brand loyalty, the relationship between country-of-origin and brand loyalty, and finally, the mediating effect of trust on the relationship between service quality, marketing-mix strategy, and country-of-origin, with brand loyalty. This study consisted of three independent variables: service quality, marketing-mix strategy, and country-of-origin; a mediator: brand trust; and a dependent variable: brand loyalty. A total of 10 hypotheses were developed. Regression was used to analyze the mediating effect. The population consisted of Malaysian consumers, and a postal mail survey using judgmental, cluster and simple random sampling yielded 413 respondents in the Klang Valley, Selangor. The results showed 6 hypotheses being supported. The results indicated that marketing-mix strategy and country-oforigin have a significant relationship with brand loyalty; however, service quality does not have a significant relationship with brand loyalty. It was also found that service quality and country-of-origin have a significant relationships with brand trust. Contrarily, marketing-mix strategy does not have a significant relationship with brand trust. 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