The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

• Main Authors: Mabkhot, Hashed Ahmed, Md. Salleh, Salniza, Shaari, Hasnizam
• Format: Article
• Language: English
• Published: Growing Science 2016
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/18461/1/MSL%206%202016%20%2087-98.pdf; http://repo.uum.edu.my/18461/; http://doi.org/10.5267/j.msl.2015.11.004
• Institution: Universiti Utara Malaysia

This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua).Four hypotheses were developed to test hypothesizing relationships between bran...