What is it about?
Brand loyalty is a vital element in establishing a long-term relationship with customers. We have shown for the first time that the customers' feelings also enhanced the relationship between the brand management elements and brand loyalty. We have analyzed 205 respondents using the partial least squares (PLS) method.
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Why is it important?
Findings show that both brand service quality and brand value have a direct and significant relationship with brand loyalty. Besides, a high level of technology anxiety weakens the relationship between brand value and brand loyalty among the automotive consumers.
Perspectives
Due to the growth of new automotive brands available in the market, it merits further investigation on the brand loyalty relationship between the manufacturers and the customers. The automotive industry is a nearly ideal context to study brands and brand loyalty as car brands have self-expressive benefits attached to them.
Ms Syahida Abd Aziz
University Malaysia Perlis
Read the Original
This page is a summary of: Does Fear of New Car Technologies Influence Brand Loyalty Relationship?, Journal of Marketing Management (JMM), January 2016, American Research Institute for Policy Develeopment,
DOI: 10.15640/jmm.v3n2a12.
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