A study on influencing factors on brand loyalty: A case study of Mobile industry

Brand loyalty plays essential role on product development especially in mobile industry. In this paper, we present an empirical survey to study the effects of different factors including brand associate, brand awareness, distribution intensity and quality perception on brand loyalty. The proposed model of this paper is examined by designing a questionnaire consists of 16 questions in Likert scale and distributing it among 200 people who use a particular brand in mobile industry called Nokia. The results are analyzed using structural equation modeling where Cronbach alpha is calculated as 0.84. The results indicate that there is a positive relationship between perception quality as well as brand awareness and brand loyalty. In addition, there is a positive relationship between brand awareness and perception quality.

Abstract licence: CC BY

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