The increasing importance of technology in our daily lives leads companies to integrate the latest technology into their products before bringing them to the market. Since technologically advanced cars have attracted a great deal of attention, marketers use this as a means of increasing customers' level of loyalty by assuaging concerns that create a level of anxiety about the system installed in their cars. This study investigates the direct effects of brand service quality and brand image on brand loyalty as moderated by technology anxiety. It analyses 206 samples in Malaysia. Since the moderator variables are rarely tested in the context of the Partial Least Square (PLS) model, the authors analysed the data using PLS by measuring the moderating effect of technology anxiety in brand loyalty relationships. The results illustrate that technology anxiety moderates the relationship between brand image and brand loyalty.
