This study explores the influences of brand satisfaction and brand commitment on loyalty and repurchase intentions for Toyota and Chevrolet brand owners within the U.S. In a very competitive environment, automotive marketing professionals are challenged with how optimize their resources to manipulate the variables controlling brand loyalty and influence brand-buying intentions. This study is significant as the findings provide a model on which to base relationship-marketing strategies leading to brand satisfaction and brand advocacy intentions. This research reveals the constructs of brand satisfaction and a correlation between brand satisfaction, brand commitment, brand loyalty, and repurchase intentions. It is increasing understood that to succeed, the reasons influencing brand satisfaction, brand perceptions and the process through which customers become loyal to an automotive brand must be examined and understood if the brand is to have long-term success.
|School:||University of Phoenix|
|School Location:||United States -- Arizona|
|Source:||DAI-A 69/11, Dissertation Abstracts International|
|Keywords:||Antecedents, Automotive, Brand, Brand loyalty, Customer, Marketing, Relationship, Repurchase intentions, Satisfaction|
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