Antecedents of Brand Loyalty for Mobile Phone Brands: An Empirical investigation
Lead author · Corresponding
Dr. Mohd Amanullah
Assistant Professor at Al- Barkaat Institute of Management Studies, Aligarh, India
Co-author
Dr. Mohd Azmi Khan
Assistant Professor at Jamia Hamdard (Deemed to be University), New Delhi, India
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DOIhttps://doij.org/10.10000/IJLMH.117798
Abstract
The main purpose of this research is to study and investigate the impacts of perceived value, perceived quality, brand trust on brand loyalty of mobile phone brands consumers in the region of Delhi and NCR. Data was collected online using random sampling technique through self-administered questionnaire from the consumers of Delhi and NCR. After the collection and analysis of data of around 266 questionnaires through SPSS and it was observed that there is a significant impact of perceived quality and brand trust on brand loyalty whereas there is an insignificant impact of perceived value on brand loyalty.
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