IDENTIFY AND EXAMINE THE FACTORS AFFECTING BRAND LOYALTY: BRAND MOBILE PHONES STUDY

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BAHRAINIZADEH MANIGEH; POURDEHGHAN ADEL

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: New Marketing Research Journal Year:2014 | Volume:4 | Issue:3 (14) Page(s): 17-38

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Title

IDENTIFY AND EXAMINE THE FACTORS AFFECTING BRAND LOYALTY: BRAND MOBILE PHONES STUDY

Author(s)

BAHRAINIZADEH MANIGEH | POURDEHGHAN ADEL | Issue Writer Certificate

Keywords

BRAND LOYALTYQ2

SATISFACTIONQ2

PROMOTIONQ2

TRUSTQ2

MOBILE PHONE INDUSTRYQ2

Abstract

In todayas world with intensive competitive environment and high market-entrance rate, customers loyalty is a major factor in gaining competitive advantage for organizations. Brands are the main points of differentiation between the competitive presentations, thus, they are crucial for the success of the companies. The purpose of this study is to identify and examine the factors affecting BRAND LOYALTY. In order to gain the main factors creating BRAND LOYALTY, a comprehensive study of the factors affecting BRAND LOYALTY was conducted and common important items were extracted and tested. The present study is applicable in terms of goal as well as descriptive in terms of data acquisition. A survey research was conducted among 384 mobile phone users in Boushehr. For data analysis structural equation modeling approach (SEM) and confirmatory factor analysis (CFA) were used. Based on the results of the path analysis the relationship between the variables in the model is investigated. Results suggest that indicators of SATISFACTION, TRUST and PROMOTIONal activities have positive effects on BRAND LOYALTY in the mobile industry.

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APA: Copy

BAHRAINIZADEH, MANIGEH, & POURDEHGHAN, ADEL. (2014). IDENTIFY AND EXAMINE THE FACTORS AFFECTING BRAND LOYALTY: BRAND MOBILE PHONES STUDY. NEW MARKETING RESEARCH JOURNAL, 4(3 (14) ), 17-38. SID. https://sid.ir/paper/194530/en

Vancouver: Copy

BAHRAINIZADEH MANIGEH, POURDEHGHAN ADEL. IDENTIFY AND EXAMINE THE FACTORS AFFECTING BRAND LOYALTY: BRAND MOBILE PHONES STUDY. NEW MARKETING RESEARCH JOURNAL[Internet]. 2014;4(3 (14) ):17-38. Available from: https://sid.ir/paper/194530/en

IEEE: Copy

MANIGEH BAHRAINIZADEH, and ADEL POURDEHGHAN, “IDENTIFY AND EXAMINE THE FACTORS AFFECTING BRAND LOYALTY: BRAND MOBILE PHONES STUDY,” NEW MARKETING RESEARCH JOURNAL, vol. 4, no. 3 (14) , pp. 17–38, 2014, [Online]. Available: https://sid.ir/paper/194530/en

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