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

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