Customer value and customer brand engagement: Their effects on brand loyalty in automobile business

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The study investigates the extent to which customer value affected brand loyalty among mid-sized automobile customers in Thailand. It`s focused on assessing whether customer brand engagement acted as an intervening variable in the relationship between customer value and brand loyalty. A questionnaire was distributed to a random sample of 380 current users of medium-sized passenger automobiles in Thailand; these participants were drawn from the list of automobile customers using a multistage sampling technique. The dealership customers were asked to complete an electronic survey using their cell phones. Structural equation modeling was applied to prove the theoretical model. All the model fit indices revealed that the model was reasonably consistent with the data. Results validated customer brand engagement composed of three dimensions using confirmatory factor analysis and its role as a mediator. The findings also provided novel insight into the interplay of the relevant variables and could be used as a guideline for managing automobile customers and promoting automobile marketing in the country.

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    • Figure 1. Conceptual framework
    • Figure 2. Structural model predicting brand loyalty
    • Table 1. Descriptive statistics, coefficient alphas, composite reliability, average variances extracted, and zero-order correlations
    • Table 2. Factor loadings
    • Data curation
      Sid Terason, Shixin Zhao
    • Formal Analysis
      Sid Terason, Shixin Zhao, Pirayut Pattanayanon
    • Methodology
      Sid Terason, Pirayut Pattanayanon
    • Project administration
      Sid Terason
    • Resources
      Sid Terason, Shixin Zhao, Pirayut Pattanayanon
    • Software
      Sid Terason
    • Validation
      Sid Terason, Pirayut Pattanayanon
    • Visualization
      Sid Terason, Shixin Zhao
    • Writing – review & editing
      Sid Terason
    • Funding acquisition
      Shixin Zhao
    • Conceptualization
      Pirayut Pattanayanon
    • Investigation
      Pirayut Pattanayanon
    • Supervision
      Pirayut Pattanayanon
    • Writing – original draft
      Pirayut Pattanayanon