Brand Awareness and Consumer Loyalty in Malaysia

摘要

The objectives of this study is to evaluate consumer’s awareness of brand by studying the relationship between brand awareness and variables such as customer loyalty, customer satisfaction, customer trust and quality of services. The study examines the relationship through a quantitative research methodology conducted in main peninsula Malaysia. The examined brand Air Asia airline’s services in Malaysia. This study finds the existence of crucial association between customer loyalty, trust, satisfaction and quality of services that affects brand awareness among Malaysian consumers. Customer loyalty is found to have the highest impact on brand awareness. Findings of the study help organizations in enhancing brand images, improves brand recognition.