/jurnalpengurusan Mon, 10 Oct 2022 13:48:21 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.1 /jurnalpengurusan/article/analysing-the-moderating-effects-of-generational-cohorts-on-brand-loyalty-in-the-malaysian-footwear-industry/?utm_source=rss&utm_medium=rss&utm_campaign=analysing-the-moderating-effects-of-generational-cohorts-on-brand-loyalty-in-the-malaysian-footwear-industry Mon, 10 Oct 2022 13:48:21 +0000 /jurnalpengurusan/?post_type=article&p=5005 This study aims to determine if the factors affecting brand loyalty in the footwear industry are moderated by generational cohorts (Baby Boomers, Generation X, and Millennials). It also examines if product quality, product style, produce price, brand image, service quality, and store environment are antecedents to brand loyalty in the Malaysian footwear industry. Insights into brand loyalty in Malaysia’s footwear industry would help domestic brands gain customer loyalty and allow penetration into the global footwear market. Web-based, self-administrated survey questionnaires were distributed to 200 respondents. Several statistical analyses were performed using SPSS 22 software. The results indicate that four of the predetermined antecedents, product quality, product style, brand image, and store environment significantly influence brand loyalty in the Malaysian footwear industry. Malaysian footwear consumers from different age groups (generational cohorts) also revealed different purchasing patterns and buying behaviour.

]]> /jurnalpengurusan/article/the-influence-of-brand-image-and-brand-personality-on-brand-loyalty-mediating-by-brand-trust-an-empirical-study/?utm_source=rss&utm_medium=rss&utm_campaign=the-influence-of-brand-image-and-brand-personality-on-brand-loyalty-mediating-by-brand-trust-an-empirical-study Sat, 08 Oct 2022 06:47:39 +0000 /jurnalpengurusan/?post_type=article&p=2012 The objective of this study is to investigate the relationships between brand image (BI), brand personality (BP), and brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the relationships between brand personality (BP) and brand loyalty. This study was carried out because only a few studies have examined the influence of brand image, brand personality, and brand trust on brand loyalty. The Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed in the data analysis. The findings revealed significant relationships between brand image and brand loyalty. However, this study did not find any significant relationships between brand personality and brand loyalty. In addition, brand trust is found to mediate the relationships between brand personality and brand loyalty, and brand trust does not mediate the relationships between brand image and brand loyalty. The study concludes with a discussion on the contributions, limitations as well as suggestions for future research.

]]> /jurnalpengurusan/article/role-of-corporate-branding-customer-involvement-and-customer-relationship-proneness-in-luxury-fashion-branding/?utm_source=rss&utm_medium=rss&utm_campaign=role-of-corporate-branding-customer-involvement-and-customer-relationship-proneness-in-luxury-fashion-branding Sat, 08 Oct 2022 05:30:16 +0000 /jurnalpengurusan/?post_type=article&p=1850 The main purpose of the current research is to develop and test a theoretical framework that captures the role of corporate branding (corporate association, symbolic benefits, and functional benefits), customer involvement and customer relationship proneness on customers emotional attachment and brand loyalty in the luxury fashion industry. The nature of this study is quantitative, cross-sectional and non-contrived. This study used a convenient sampling technique for the collection of data. Data were gathered from 315 customers who used to buy luxury fashion brands. This study has adopted a causal analytical approach by which hypotheses were developed and tested. For data analysis, correlation, regression, and descriptive statistics tests were carried out with the help of SPSS and mediation analysis was carried through AMOS. Findings approved that corporate association; symbolic benefits have limited impact on brand loyalty while functional benefits customer involvement and customer relationship proneness have a significant impact on brand loyalty. Findings suggest that emotional attachment fully mediates the relationship of corporate association, symbolic benefits, customer involvement, and brand loyalty, while emotional attachment partially mediates the relationship of functional benefits, customer relationship proneness, and brand loyalty.

]]>