CUSTOMER VALUE AND CUSTOMER BRAND ENGAGEMENT: THEIR EFFECTS ON BRAND LOYALTY IN AUTOMOBILE BUSINESS

The study investigates the extent to which customer value affected brand loyalty among mid-sized automobile customers in Thailand. It's focused on assessing whether customer brand engagement acted as an intervening variable in the relationship between customer value and brand loyalty. A questionnaire was distributed to a random sample of 380 current users of medium-sized passenger automobiles in Thailand; these participants were drawn from the list of automobile customers using a multistage sampling technique. The dealership customers were asked to complete an electronic survey using their cell phones. Structural equation modeling was applied to prove the theoretical model. All the model fit indices revealed that the model was reasonably consistent with the data. Results validated customer brand engagement composed of three dimensions using confirmatory factor analysis and its role as a mediator. 'The findings also provided novel insight into the interplay of the relevant variables and could be used as a guideline for managing automobile customers and promoting automobile marketing in the country.