Predictors of consumers brand loyalty towards petroleum brand in the northern region of peninsular Malaysia

The purpose of the paper is to investigate the relationships between brand awareness, brand image, perceived quality, promotion and brand loyalty. Consumers in the Northern Region of Peninsular Malaysia’s retail petroleum market were chosen as respondents for this study. A total of 400 questionnaires were distributed to the respondents and 364 of them were collected and usable. Correlation and multiple regression analysis were chosen as the data analysis methods. The finding of this research signified that all independent variables (brand awareness, brand image, perceived quality and promotion) are having significant positive relationships with consumers‟ brand loyalty, where R2 = 0.886, and this indicate that these independent variables explain 88.6% of the variability of the dependent variable. In conclusion, the finding of this study suggests that all petrol brands should consistently improve their brand awareness, brand image, product and service quality and at the same time deliver effective promotional measures to increase customers’ brand loyalty