The Mediating Role of Relationship Quality On The Relationship Between The Corporate Brand And Repurchase Intention

Abstract

Intense competition in automotive sector compels companies to fortify and strategically position their corporate brand in customers' minds. Consequently, cultivating robust and enduring relationship quality with customers has become imperative. The objective of this study was to investigate the mediating role of relationship quality on the relationship between the corporate brand and repurchase intention in the automotive sector. Grounded in the resource-based view theory, the assumption is that relationship quality serves as a mediator between the corporate brand and repurchase intention. The proposed conceptual framework includes variables three of relationship quality is hypothesized to mediate the relationship between the corporate brand and repurchase intention. Data were collected via a survey method using a personally administered questionnaire received from 322 customers of automotive companies in Sudan. The responses were obtained and analyzed through quantitative method using SPSS. The results showed that the three components of relationship quality including trust, satisfaction and commitment mediated the relationship between the corporate brand and repurchase intention. Each relationship quality component exhibits distinct mediation patterns. These results contributed a unique addition to academic knowledge and offer valuable insights for decision-makers in the marketing field.