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:	eng eng
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
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id	my-uum-etd.4074
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Adam, Mohamad Zainol Abidin
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
qualification_name	masters
qualification_level	Master's degree
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
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2014
url	https://etd.uum.edu.my/4074/1/s813385.pdf https://etd.uum.edu.my/4074/2/s813385_abstract.pdf
_version_	1776103629980172288
spelling	my-uum-etd.40742023-01-15T02:54:42Z How loyal are you? Factors influencing consumer brand loyalty 2014 Siti Noor Aishah, Mohd Sidik Adam, Mohamad Zainol Abidin Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business 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 https://etd.uum.edu.my/4074/ https://etd.uum.edu.my/4074/1/s813385.pdf text eng public https://etd.uum.edu.my/4074/2/s813385_abstract.pdf text eng public masters masters Universiti Utara Malaysia Aaker, David A. (1996). Measuring brand equity across product and markets. California Management Review, 38 (3), 102-120. Aaker, D., and Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, Vol. 54, No. 1, pp. 27-41. Ali, S. E. (2008). Marketing Mix and the Brand Reputation of Nokia. Marketing Mix and Brand Research, Vol .4, April pp. 15-29. Anantha R. (2013). The effect of marketing mix and customer perception on brand loyalty, Journal of Business and Management. Vol. 4, Issue 2, pp. 01-11. Anwar. (2011). 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