The Determinant of Automotive Brand Loyalty: A Case of Local Brands

Abstract

This study purposes to discover the important factors that impact loyalty to local brands by investigating the bond between brand experience (BE), brand satisfaction, brand trust (BT), and brand image (BI), on brand loyalty (BL) of local automotive brands in Malaysia. Partial Least Squares and Smart PLS 3 was used in the data analysis. finding indicated a positive and significant influence between BE and BS, BE and BT, BI and BS, BI and BT, BS and BL, BT and BL. In contrast, no significant influence found between BE and BL, and BI and BL. The findings also contribute to our understanding of the local brand loyalty marketing phenomenon and inspire practice in the design of meaningful brand experiences in automotive brands.