The Impact of Advertising on Relationship Quality: Empirical Evidence from Malaysia

Abstract

This study examines the effect of advertising on relationship quality in Malaysian automotive market. Relationship quality in this study consists of three main elements namely; brand trust, brand commitment and brand satisfaction. The review of literature shows that past research has paid very less attention to examining the role of advertising in affecting relationship quality. The data in this study were collected from 287 passenger car users in Northern region of Malaysia (Penang, Kedah and Perlis) using systematic random sampling technique. The data were coded and analyzed using SPSS and Structural equation Modeling (AMOS). The findings indicated that advertising spending has significant positive effect on brand trust, brand commitment, brand satisfaction and overall relationship quality. These findings provide useful insights and suggestions for business practitioners to learn developing successful relationships with customers using innovative advertising techniques.