The Relationship Between Extrinsic Attributes of Product Quality with Brand Loyalty on Malaysia National Brand Motorcycle/Scooter

Mohd Rizaimy Shaharudin, Anita Abu Hassan, Suhardi Wan Mansor, Shamsul Jamel Elias, Etty Harniza Harun, Nurazila Abdul Aziz

Abstract


This study is about the discoveries on the relationship between extrinsic attributes of product quality with brand loyalty. It helps to extend the understanding of a commitment to re-purchase a product, due to the feelings and effects formed as a result of the perception of quality. Results obtained in this study with the earlier literature are consistence to confirm that although the product in study was different, the product quality based on the perceived quality (extrinsic attribute) was still found to have significant influence on the brand loyalty. This happened because the customer has developed perceptions that derived from high level of customer awareness, good image from marketing activities such as advertising, sales promotion and etc. Such perceptions may increase the consumer’s desire to buy the product. Future research should focus on the similar study of product quality and brand loyalty to the other brands being the competitor to Malaysia National Brand Motorcycle/Scooter in the market. By doing this only the gap can be closed with a clearer picture on the extended scope of market environment which can be further examined. Keywords: Product Quality; Brand Loyalty; Intrinsic Attributes; Extrinsic Attributes; Perceived Quality.

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DOI: http://dx.doi.org/10.3968%2Fj.css.1923669720100603.019

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