The mediation role of brand trust and satisfaction between brand image and loyalty

Abstract

The purpose of this paper is to empirically investigate the influence of brand images on brand loyalty over brand satisfaction and brand trust in Malaysian automobile brands. A quantitative approach was applied, with surveys collected from 330 customers utilising the mall-intercept technique. To examine the proposed hypotheses, the data analysis was based on structural equation modelling, employing SmartPLS software. The findings show that brand loyalty was significantly associated with all the examined variables. They also confirmed the mediation role of brand trust and satisfaction. While building loyalty among customers is important for any business, insufficient research has been conducted on this topic, particularly in the Malaysian context. Therefore, this study enriches the existing literature on brand loyalty by extending research on local brands. It also proposes numerous recommendations for decision makers in the automobile sector on how to build and improve the loyalty of their customers.