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How loyal are you? Factors influencing consumer brand loyalty

Hand phone have become a necessity in human life. This is due to technological advances that allow people to communicate with each other anywhere and at any time. The variety of hand phone in the market directly contributes to the increase in the competition among the marketers to attract and ensure...

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Main Author: Siti Noor Aishah, Mohd Sidik
Format: Thesis
Language:English
English
Published: 2014
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/4074/1/s813385.pdf
https://etd.uum.edu.my/4074/2/s813385_abstract.pdf
https://etd.uum.edu.my/4074/
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spelling my.uum.etd.40742023-01-15T02:54:42Z https://etd.uum.edu.my/4074/ How loyal are you? Factors influencing consumer brand loyalty Siti Noor Aishah, Mohd Sidik HF5415.33 Consumer Behavior. Hand phone have become a necessity in human life. This is due to technological advances that allow people to communicate with each other anywhere and at any time. The variety of hand phone in the market directly contributes to the increase in the competition among the marketers to attract and ensure brand loyalty. This study aims to determine the factor influencing brand loyalty among hand phone users. Factors such as Brand Reputation, Brand Competence, Price, Advertising Spending, Brand image and Design are being investigated. Students of University Utara Malaysia were chosen as sample of this study. A total of 400 questionnaires were distributed to the respondents and 390 were obtained and usable. Correlation and regression analysis were used to analyses all data. The of Pearson Correlation analysis indicated that all the independent variables- Brand Reputation, Brand Competence, Price, Advertising Spending, Brand Image and Design had a certain degree of relationship with brand loyalty. Based on the Regression Analysis, it study shows that Brand Reputation, Brand Competence and Price influenced brand loyalty among hand phone users. However, other three variables, Advertising Spending, Brand Image and Design do not influence brand loyalty. Results also indicate that Brand Competence is the most important factor that influenced brand loyalty. In conclusion, the finding of this study will be a great challenge for marketers to prepare their strategic plan in maintaining customer loyalty. 2014 Thesis NonPeerReviewed text en https://etd.uum.edu.my/4074/1/s813385.pdf text en https://etd.uum.edu.my/4074/2/s813385_abstract.pdf Siti Noor Aishah, Mohd Sidik (2014) How loyal are you? Factors influencing consumer brand loyalty. Masters thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Siti Noor Aishah, Mohd Sidik
How loyal are you? Factors influencing consumer brand loyalty
description Hand phone have become a necessity in human life. This is due to technological advances that allow people to communicate with each other anywhere and at any time. The variety of hand phone in the market directly contributes to the increase in the competition among the marketers to attract and ensure brand loyalty. This study aims to determine the factor influencing brand loyalty among hand phone users. Factors such as Brand Reputation, Brand Competence, Price, Advertising Spending, Brand image and Design are being investigated. Students of University Utara Malaysia were chosen as sample of this study. A total of 400 questionnaires were distributed to the respondents and 390 were obtained and usable. Correlation and regression analysis were used to analyses all data. The of Pearson Correlation analysis indicated that all the independent variables- Brand Reputation, Brand Competence, Price, Advertising Spending, Brand Image and Design had a certain degree of relationship with brand loyalty. Based on the Regression Analysis, it study shows that Brand Reputation, Brand Competence and Price influenced brand loyalty among hand phone users. However, other three variables, Advertising Spending, Brand Image and Design do not influence brand loyalty. Results also indicate that Brand Competence is the most important factor that influenced brand loyalty. In conclusion, the finding of this study will be a great challenge for marketers to prepare their strategic plan in maintaining customer loyalty.
format Thesis
author Siti Noor Aishah, Mohd Sidik
author_facet Siti Noor Aishah, Mohd Sidik
author_sort Siti Noor Aishah, Mohd Sidik
title How loyal are you? Factors influencing consumer brand loyalty
title_short How loyal are you? Factors influencing consumer brand loyalty
title_full How loyal are you? Factors influencing consumer brand loyalty
title_fullStr How loyal are you? Factors influencing consumer brand loyalty
title_full_unstemmed How loyal are you? Factors influencing consumer brand loyalty
title_sort how loyal are you? factors influencing consumer brand loyalty
publishDate 2014
url https://etd.uum.edu.my/4074/1/s813385.pdf
https://etd.uum.edu.my/4074/2/s813385_abstract.pdf
https://etd.uum.edu.my/4074/
_version_ 1755875158680141824
score 13.211869

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