Brand advocacy and repurchase intentions of Malaysian automobile owners
In the field of marketing, it is vital that marketers understand the role of advocacy (loyalty intention) and repurchase intention in determining success. The purpose of this research is to determine the factors influencing advocacy and repurchase intention from prospective Malaysian automotive c...
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| Format: | Thesis |
| Language: | en |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://ur.aeu.edu.my/118/1/Brand%20advocacy%20and%20repurchase%20intentions%20of%20Malaysian%20automobile%20owners.pdf http://ur.aeu.edu.my/118/ |
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| Summary: | In the field of marketing, it is vital that marketers understand the role of
advocacy (loyalty intention) and repurchase intention in determining success.
The purpose of this research is to determine the factors influencing advocacy
and repurchase intention from prospective Malaysian automotive consumers.
Specifically, this study focused on, a) the relationships between perceived brand
perceptions of value, quality, equity on satisfaction, b) the relationship of
satisfaction on commitment, c) the relationship of commitment on advocacy and
repurchases intentions and finally d) the influence of “regular auto servicing" and
“place of purchase" on customers’ satisfaction.
Grounded by The Theory of Reasoned Action (Fishbein and Ajzan, 1967)
and The Relationship Marketing Theory (Hunt et al, 2006), this study adopted a
research model consisting mainly of “attitudinal” and “behavioral” attributes to
study these relationships. The study employed a self-administered, multi-
sectioned questionnaire using the purposive sampling methodology with more
than 800 respondents from various places within the Klang Valley and lpoh. The
multi-sectioned questionnaire employed in this study had different scales which
consisted of customer repurchase characteristics of perceived brand perception
for quality, value, equity, satisfaction, commitment, advocacy (loyalty intention)
and repurchase intention.
SEM was used to test the various relationship models. The findings
indicated that, a) equity and quality significantly influenced satisfaction, b) value
had no significant impact on satisfaction, c) satisfaction significantly influenced
commitment, d) commitment significantly influenced advocacy and repurchase
intention and finally e) “regular auto servicing” and “place of purchase" had
significant influence on customers‘ satisfaction. |
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