Factors Influencing Brand Loyalty: An Emperical Study Among Laptop Users

The main objective of this research is to determine the relationship between Price, Features, Brand Name, Brand Equity, Advertising and Satisfaction on Brand Loyalty among laptop users. The data was collected from 157 students in Universiti Utara Malaysia (UUM) through self-administered questionnair...

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Main Author: Izwani Elissa, Abd Aziz
Format: Thesis
Language:eng
eng
Published: 2011
Subjects:
Online Access:https://etd.uum.edu.my/2658/1/Izwani_Elissa_Abd_Aziz.pdf
https://etd.uum.edu.my/2658/2/1.Izwani_Elissa_Abd_Aziz.pdf
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spelling my-uum-etd.26582022-06-22T01:00:08Z Factors Influencing Brand Loyalty: An Emperical Study Among Laptop Users 2011 Izwani Elissa, Abd Aziz Adam, Mohamad Zainol Abidin College of Business (COB) College of Business HF5001-6182 Business The main objective of this research is to determine the relationship between Price, Features, Brand Name, Brand Equity, Advertising and Satisfaction on Brand Loyalty among laptop users. The data was collected from 157 students in Universiti Utara Malaysia (UUM) through self-administered questionnaire. The data was analysed using the Correlation and Regression test. The findings shows that there is a positive significant relationship between these six factors - Price, Features, Brand Name, Brand Equity, Advertising and Satisfaction on brand loyalty. The results also indicate that Satisfaction had the strongest relationship towards brand loyalty as compared to other factors. In order to achieve these levels, laptop manufacturers should improve the quality and services that will increase brand equity and satisfaction to attract new customers. In this relation, laptop manufacturers can develop a variety of product categories to differentiate their products from the competitors. 2011 Thesis https://etd.uum.edu.my/2658/ https://etd.uum.edu.my/2658/1/Izwani_Elissa_Abd_Aziz.pdf text eng public https://etd.uum.edu.my/2658/2/1.Izwani_Elissa_Abd_Aziz.pdf text eng public masters masters Universiti Utara Malaysia
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Adam, Mohamad Zainol Abidin
topic HF5001-6182 Business
spellingShingle HF5001-6182 Business
Izwani Elissa, Abd Aziz
Factors Influencing Brand Loyalty: An Emperical Study Among Laptop Users
description The main objective of this research is to determine the relationship between Price, Features, Brand Name, Brand Equity, Advertising and Satisfaction on Brand Loyalty among laptop users. The data was collected from 157 students in Universiti Utara Malaysia (UUM) through self-administered questionnaire. The data was analysed using the Correlation and Regression test. The findings shows that there is a positive significant relationship between these six factors - Price, Features, Brand Name, Brand Equity, Advertising and Satisfaction on brand loyalty. The results also indicate that Satisfaction had the strongest relationship towards brand loyalty as compared to other factors. In order to achieve these levels, laptop manufacturers should improve the quality and services that will increase brand equity and satisfaction to attract new customers. In this relation, laptop manufacturers can develop a variety of product categories to differentiate their products from the competitors.
format Thesis
qualification_name masters
qualification_level Master's degree
author Izwani Elissa, Abd Aziz
author_facet Izwani Elissa, Abd Aziz
author_sort Izwani Elissa, Abd Aziz
title Factors Influencing Brand Loyalty: An Emperical Study Among Laptop Users
title_short Factors Influencing Brand Loyalty: An Emperical Study Among Laptop Users
title_full Factors Influencing Brand Loyalty: An Emperical Study Among Laptop Users
title_fullStr Factors Influencing Brand Loyalty: An Emperical Study Among Laptop Users
title_full_unstemmed Factors Influencing Brand Loyalty: An Emperical Study Among Laptop Users
title_sort factors influencing brand loyalty: an emperical study among laptop users
granting_institution Universiti Utara Malaysia
granting_department College of Business (COB)
publishDate 2011
url https://etd.uum.edu.my/2658/1/Izwani_Elissa_Abd_Aziz.pdf
https://etd.uum.edu.my/2658/2/1.Izwani_Elissa_Abd_Aziz.pdf
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