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

• Main Authors: Mabkhot, Hashed Ahmad, Shaari, Hasnizam, Md. Salleh, Salniza
• Format: Article
• Language: English
• Published: Universiti Kebangsaan Malaysia 2017
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/23291/1/JP%2050%282017%29%2071%20%E2%80%93%2082.pdf; http://repo.uum.edu.my/23291/; http://ejournal.ukm.my/pengurusan/article/view/15218
• Institution: Universiti Utara Malaysia

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 loyal...