The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer
The aim of this study was to identify the significance role of customer brand identification towards building customer brand loyalty via mediating effect of brand trust and word of mouth communication among Malaysian hypermarket customers. A self-administered questionnaire was used to collect data (...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Elsevier BV
2015
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| Online Access: | http://psasir.upm.edu.my/id/eprint/46698/ http://psasir.upm.edu.my/id/eprint/46698/1/The%20significant%20role%20of%20customer%20brand%20identification%20towards%20brand%20loyalty%20development%3B%20an%20empirical%20study%20among%20Malaysian%20hypermarkets%20customer.pdf |
| _version_ | 1848850717825040384 |
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| author | Nikhashemi, Seyed Rajab Paim, Laily Osman, Syuhaily Sidin, Samsinar |
| author_facet | Nikhashemi, Seyed Rajab Paim, Laily Osman, Syuhaily Sidin, Samsinar |
| author_sort | Nikhashemi, Seyed Rajab |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The aim of this study was to identify the significance role of customer brand identification towards building customer brand loyalty via mediating effect of brand trust and word of mouth communication among Malaysian hypermarket customers. A self-administered questionnaire was used to collect data (n=300), using convenience sampling from Mydin, Tesco, Aeon Big, and Giant’s hypermarket customers in metropolitan Kuala Lumpur, Malaysia. Structural Equation Modeling was employed to analyze the data. The result revealed that brand trust and word of mouth communication fully mediate the influence of customer brand identification towards building customer brand loyalty. Moreover, this study identified that the indirect impact of customer brand identification via brand trust and word of mouth communication is more significant than its direct effect. |
| first_indexed | 2025-11-15T10:10:44Z |
| format | Article |
| id | upm-46698 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T10:10:44Z |
| publishDate | 2015 |
| publisher | Elsevier BV |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-466982022-06-20T08:16:11Z http://psasir.upm.edu.my/id/eprint/46698/ The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer Nikhashemi, Seyed Rajab Paim, Laily Osman, Syuhaily Sidin, Samsinar The aim of this study was to identify the significance role of customer brand identification towards building customer brand loyalty via mediating effect of brand trust and word of mouth communication among Malaysian hypermarket customers. A self-administered questionnaire was used to collect data (n=300), using convenience sampling from Mydin, Tesco, Aeon Big, and Giant’s hypermarket customers in metropolitan Kuala Lumpur, Malaysia. Structural Equation Modeling was employed to analyze the data. The result revealed that brand trust and word of mouth communication fully mediate the influence of customer brand identification towards building customer brand loyalty. Moreover, this study identified that the indirect impact of customer brand identification via brand trust and word of mouth communication is more significant than its direct effect. Elsevier BV 2015-10 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/46698/1/The%20significant%20role%20of%20customer%20brand%20identification%20towards%20brand%20loyalty%20development%3B%20an%20empirical%20study%20among%20Malaysian%20hypermarkets%20customer.pdf Nikhashemi, Seyed Rajab and Paim, Laily and Osman, Syuhaily and Sidin, Samsinar (2015) The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer. Procedia-Social and Behavioral Sciences, 207. pp. 182-188. ISSN 1877-0428 https://www.sciencedirect.com/science/article/pii/S1877042815052192 10.1016/j.sbspro.2015.10.086 |
| spellingShingle | Nikhashemi, Seyed Rajab Paim, Laily Osman, Syuhaily Sidin, Samsinar The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer |
| title | The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer |
| title_full | The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer |
| title_fullStr | The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer |
| title_full_unstemmed | The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer |
| title_short | The significant role of customer brand identification towards brand loyalty development: an empirical study among Malaysian hypermarkets customer |
| title_sort | significant role of customer brand identification towards brand loyalty development: an empirical study among malaysian hypermarkets customer |
| url | http://psasir.upm.edu.my/id/eprint/46698/ http://psasir.upm.edu.my/id/eprint/46698/ http://psasir.upm.edu.my/id/eprint/46698/ http://psasir.upm.edu.my/id/eprint/46698/1/The%20significant%20role%20of%20customer%20brand%20identification%20towards%20brand%20loyalty%20development%3B%20an%20empirical%20study%20among%20Malaysian%20hypermarkets%20customer.pdf |