| Autor: |
Alfakih, K. A. A., Saraih, U. N., Faqera, A. F. Omar, Marniati, Marniati, Rahmi, Nuzulul |
| Zdroj: |
AIP Conference Proceedings; 2024, Vol. 2750 Issue 1, p1-7, 7p |
| Abstrakt: |
The study objective is to examine the direct correlations among brand image, brand trust, and customer brand loyalty, as well as mediating impact of brand satisfaction on these relationships. A model was proposed based on a theoretical consideration, and seven hypotheses were formulated. Data were collected using questionnaires. Respondents in Malaysia's Northern Region (Penang, Perlis, and Kedah) returned 288 usable questionnaires. PLS-SEM was used to analyze the data. The results of the study revealed positive and significant correlations among brand image, brand trust and customer brand loyalty. Brand image, brand trust, and brand satisfaction all showed positive and significant correlations. A significant and positive association between satisfaction with brand and customer brand loyalty was also found in this study. The study's findings also demonstrated that these relationships are mediated by brand satisfaction. This study also highlighted research limitations, contributions, and future research directions. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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