Abstract

This study examines the effect of advertising on relationship quality in Malaysian automotive market. Relationship quality in this study consists of three main elements namely; brand trust, brand commitment and brand satisfaction. The review of literature shows that past research has paid very less attention to examining the role of advertising in affecting relationship quality. The data in this study were collected from 287 passenger car users in Northern region of Malaysia (Penang, Kedah and Perlis) using systematic random sampling technique. The data were coded and analyzed using SPSS and Structural equation Modeling (AMOS). The findings indicated that advertising spending has significant positive effect on brand trust, brand commitment, brand satisfaction and overall relationship quality. These findings provide useful insights and suggestions for business practitioners to learn developing successful relationships with customers using innovative advertising techniques.

Keywords:

Advertising, brand commitment, brand satisfaction, brand trust, relationship quality,

References

Competing interests

The authors have no competing interests.

Open Access Policy

This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

Copyright

The authors have no competing interests.