The Determinants of Brand Loyalty in Malaysian Automobile Industry

The purpose of this study is to establish a conceptual framework for the mediating effect of brand satisfaction on the relationships between brand price, brand advertisement brand loyalty of local automobile brands in Malaysia. The conceptual framework proposes that customers will be loyal when the automobile companies offer a good price and brand advertisement, satisfies their customers’ requirement. This study is expected to contribute to extending body of knowledge of brand loyalty in the context of automobile industry for a developing countries’ perspective Malaysia.