The Effect of Brand Awareness on Brand Loyalty: Mediating Role of Brand Commitment

European Journal of Business and Management, Vol. 9, No. 36, 2017

10 Pages Posted: 10 Jan 2018

Date Written: December 31, 2017

Abstract

Academic literature in customer behavior and branding is still debatable, with respect to brand loyalty in particular. This study empirically attempts to discuss this particular issue by examining the relationship between brand awareness and brand loyalty. Also, it seeks to investigate the mediation role of brand commitment in initial relationship to tackle the mixed results in the prior attempts. The data were collected from customers of Islamic bank brand in Mafraq Governorate in Jordan. PLS-SEM techniques were applied to a sample of 90 customers to test hypothesized relationships. The results revealed that brand awareness and brand commitment have a significant and positive relationship with brand loyalty. In addition, brand commitment was found to be a mediator in the relationship between brand awareness and brand loyalty. This paper has discussed the results and an implication compared with prior versions as well as introducing some of recommendations for future research.

Keywords: Brand loyalty, Brand awareness, Brand commitment

JEL Classification: M31

Suggested Citation

Alkhawaldeh, Abdelbaset and Al-Salaymeh, Marwan and Alshare, Fathi and Eneizan, Bilal Mohammad, The Effect of Brand Awareness on Brand Loyalty: Mediating Role of Brand Commitment (December 31, 2017). European Journal of Business and Management, Vol. 9, No. 36, 2017, Available at SSRN: https://ssrn.com/abstract=3097398

Abdelbaset Alkhawaldeh (Contact Author)

Jadara University ( email )

Irbid, Irbid 21110
Jordan

Marwan Al-Salaymeh

Jadara University

Irbid, Irbid 21110
Jordan

Fathi Alshare

Jadara University

Irbid, Irbid 21110
Jordan

Bilal Mohammad Eneizan

Jadara University

Irbid, Irbid 21110
Jordan

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