Articles liés à Brand Loyalty Influencing Consumer’s Purchasing...

Brand Loyalty Influencing Consumer’s Purchasing Behaviours: Consumers Continuous Purchasing Intentions and Behaviours - Couverture souple

Annamalah, Sanmugam; Linghan, Kong

 
9786202519014: Brand Loyalty Influencing Consumer’s Purchasing Behaviours: Consumers Continuous Purchasing Intentions and Behaviours
Couverture souple
ISBN 10 : 6202519010 ISBN 13 : 9786202519014
Editeur : LAP LAMBERT Academic Publishing, 2020

Synopsis

In today’s competitive business environments, development of brand loyalty among customer is essential to attract customers’ continuous purchasing intentions and behaviours for the company’s products and services. The purpose of this research is to investigate how brand loyalty affects the customer purchasing intention for home electronics in Malaysia. The quantitative research approach was chosen for the study, and data were collected through distribution and collection of survey questionnaire from 207 participants. The data of this research are analysed by using statistical approaches in terms of reliability, validity, correlation analysis, and multiple regression analysis. Through this study, it has discovered that brand loyalty has significant impacts on the consumer purchasing behaviours for home electronics among consumers in Malaysia. The three elements of brand loyalty including brand awareness, brand loyalty, and brand association have shown positive relationship and effect on the consumer purchasing behaviour.

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Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2020
Langue
anglais
ISBN 10 
6202519010
ISBN 13 
9786202519014
Reliure
Broché
Nombre de pages
68
Coordonnées du fabricant
non disponible
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