The effects of technology anxiety and brand trust on the relationship between brand management's elements and brand loyalty: Malaysian car consumer's perspective
Despite the common perception and various researches in the area of brand management-brand loyalty, findings on the relationship between these variables are rather conflicting. Links between brand management’s elements (product quality, service quality, brand value and brand image) and brand loyalt...
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| Format: | Thesis |
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| Language: | English |
| Subjects: | |
| Online Access: | http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/78011/1/Page%201-24.pdf http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/78011/2/Full%20text.pdf http://dspace.unimap.edu.my:80/xmlui/bitstream/123456789/78011/4/Syahida%20Aziz.pdf |
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| Summary: | Despite the common perception and various researches in the area of brand management-brand loyalty, findings on the relationship between these variables are rather conflicting. Links between brand management’s elements (product quality,
service quality, brand value and brand image) and brand loyalty which is moderated and mediated by technology anxiety and brand trust are not comprehensively understandable. Therefore, there is a need to investigate ways in which brand loyalty
can be empirically measured in order for researchers to effectively analyse the key variables related to it. The current study attempted to bridge this existing gap by developing an effective brand loyalty measurement and model. Grasped within the
foundation of marketing and brand management literature, this investigation developed
a conceptual model that explains the relationships between brand management’s
elements and brand loyalty. A meta-analysis technique was employed in this
investigation to statistically identify the magnitude and the direction of relationships in
a single model based on literature reviewed. The investigation employed such theories
(Kano model, Technology Acceptance Model 2, Car Technology Acceptance Model
and Choice theory) to measure the interrelationship between brand mangement’s
elements and brand loyalty. The objectives of the investigation are: 1) to evaluate the
direct effects of brand management’s elements on brand loyalty; 2) to investigate the
direct effects of brand management’s element on brand loyalty moderated by
technology anxiety; 3) to investigate the indirect effects of brand management’s
elements on brand loyalty mediated by brand trust. Based on the proposed model,
twelve hypotheses were developed with seven latent variables. Conducting a survey and
a pilot test, the measurements were refined and the questionnaire used for the main
study was developed. Data was analysed using 205 procured surveys. A structural
equation modelling approach using partial least squares (PLS) method was employed to
evaluate the measurements and the structural model and to test the research hypotheses
and relationships among the latent constructs. The results indicated that although the
relationships between the research constructs exist, not all relationships were
significantly strong. Brand management’s elements were found to directly influence
brand loyalty and technology anxiety was found to moderate the link between product
quality and brand image with brand loyalty. The results also indicated the critical
mediating effect of brand trust between brand management’s elements and brand
loyalty. The investigation compared the meta-analysis results, obtained from
independent empirical studies, with the field study results, which were obtained from
surveying passenger car consumers. This investigation contributes to academicians and
practitioners through the establishment of theoretical, practical and policy development.
The investigation addressed the existing gap in the literature, and attempts to resolve the
existing mixed views on the studied concepts by examining technology anxiety among
car’s consumers. This investigation indicated the need to expand this area of research
further by examining the investigated relationship with the influence of other factors to
establish brand loyalty in a similar and/or different context of study. |
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