Determinants of Brand Loyalty among Consumers’ in the Mobile Telecommunication Industry in the Faculty of Management Sciences, Akwa Ibom State University, Nigeria (Published)
The main objective of this study was to examine the determinants of brand loyalty among mobile telecommunication consumers in the Faculty of Management Sciences, Akwa Ibom State University. The survey research design was adopted for the study. The primary data were obtained through questionnaire administered to 175 respondents using simple random sampling technique and a total of 145 copies of questionnaire were retrieved for data analysis. Four hypotheses were formulated and tested at 0.05 level of significance and the data for the study were analyzed using tables, frequency, percentage and Pearson Correlation.The findings of the study revealed that service quality, price, promotion, and network coverage have significant relationship with brand loyalty among subscribers of mobile telecommunication service. Based on this,it was recommended among others that mobile telecommunication service providers should ensure continuous improvement on service quality to attract subscribers’ interest to their network.
The Effect of Branding on the Marketing Performance of Companies in the Mobile Phone Industry (Case Study of Techno Ghana, Accra) (Published)
In today’s highly competitive markets, keeping customers and retaining their loyalty is considered crucial in maintaining business and its related marketing performance. Companies and retailers also need to look for various marketing strategies in order to improve their customers’ loyalty. Having knowledge and skills about marketing is one of the capabilities which is required for success in the competition. In consumable markets, brands are the main points of differentiation between the competitive presentations, thus, they are crucial for the performance in terms of success of the companies. The purpose of this study sets to analyse the impact of marketing mix elements on brand loyalty. The present study is applicable in terms of objective and descriptive survey in terms of data collection. To identify the challenges associated with branding at Techno Ghana, identify the importance of branding in the marketing of Techno Products, determine the branding strategies adapted by Techno Ghana and ascertain the relationship between branding and the performance of Techno products in Ghana. Descriptive research design was used and data was collected from a sample size of 50 with the aid of questionnaires. Convenience sampling method was used for the selection of the respondents. Results revealed that lack of branding know-how and insufficient branding guidance for entrepreneurs are major challenges in techno Ghana. Also the results indicated that, brand impacts on the purchase decision of customers, helps customers to identify the source of products, and communicates features and benefits while developing and maintaining it branding activities through both internal and external agency. Brand extension and multiple branding are the major branding strategies used by Techno Company. Finally, the findings show that the company employs logos, jingles and packages and communicated them through TV campaigns and Events.
How Can Social Responsibilities Contribute to Brand Equity: Evidences from Isfahan City (Published)
Currently, tourism destinations differentiate themselves from other competitors through different factors such as social responsibilities. The reason is that doing social responsibilities results in many considerable outcomes such as tourist satisfaction, loyalty, and etc. This is why the present study aims to investigate the effect of tourism destinations social responsibilities on their brand equity. This study is practical and descriptive research from research goal and methodology perspectives respectively. The statistical population of this study includes foreign tourists who have traveled to Isfahan in the third season of 2016 and also have visited Naghshe Jahan Square in this city. A sample of 200 tourists was selected from this population randomly. For more certainty, 210 tourists were surveyed. A researcher-developed questionnaire was used for collecting the research data, which consists of 40 items. The validity and reliability of questionnaire were measured by Content and Construct Validities and Cronbach’s Alpha Coefficient respectively. The results of Content and Construct Validities and Cronbach’s Alpha Coefficient revealed that the questionnaire is a valid and reliable data-collection instrument for our purpose. The research data were summarized and analyzed by using both descriptive and inferential statistics in the SPSS and LISREL respectively. The findings showed that tourism destination social responsibilities affect tourism destination awareness, perceived value, perceived quality, image, and loyalty significantly; perceived value affects tourism destination loyalty significantly; tourism destination image affects tourist loyalty significantly; perceived quality affects tourism destination image and loyalty significantly.
Brand Trust and Brand Loyalty, an Empirical Study in Indonesia Consumers (Published)
ABSTRACT: Brand loyalty has become an important issue in marketing. There are many research has been conducted to examine this issue. Brand loyalty is part of relationship marketing. In the theory of relationship marketing, there is a strong correlation between brand loyalty, trust in a brand and commitment. This research analyses the effects of brand reputation, brand predictability, brand satisfaction, brand liking, brand experience, trust in the company and brand competence to brand loyalty, with trust in a brand as a mediating variable. This model use a model proposed by Lau and Lee (2000). Lau and Lee (2000) use this model to measure consumer’s loyalty in a low involvement product. This research uses a different setting. My setting is in a high involvement product, which is cellular phone consumer. This research uses non-random sampling methods (convenience sampling) in order to gain data. I collect 150 respondent, but only 134 questionnaires are complete. After conduct an out layer test I have only 109 respondent left to analyze. To analyze the data, this research uses hierarchical regression analyses. The result shows that only to variables have significant effect to brand loyalty, they are consumer’s trust in a company and brand satisfaction. While, the hypotheses that trust in brand is a mediating variable is support. The managerial implications of this research are, first, a company which produces a high involvement product must conduct an effective marketing communication with their costumer. Second, a company should increase their service so that consumer’s will satisfy with their brand.
IMPACT OF CUSTOMER SATISFACTION ON BRAND LOYALTY- AN EMPIRICAL ANALYSIS OF HOME APPLIANCES IN PAKISTAN (Published)
Customer satisfaction and brand loyalty have been addressed as marketing goals for many companies. Marketing professionals consider loyalty to be a multidimensional phenomenon. Despite the findings of many researches that satisfaction has a significant favorable impact on brand loyalty and a true re-purchase behavior of same brand leads to long term business profits. Therefore, this study investigated the impact of customer satisfaction on brand loyalty for durable goods. The author used primary data in this study and for this purpose a survey has been conducted through a structured questionnaire. The view of 300 middle class households or business people were recorded. Our study results show that the customer satisfaction has significant factor that affect brand loyalty.