How loyal are you? Factors influencing consumer brand loyalty

• 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/

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.