Articlediamond2018

Factors Influencing Brand Loyalty in Durable Goods Market

Abdelbaset M. Alkhawaldeh · Bilal Mohammad Eneizan

17 citations0/0 files storedInternational Journal of Academic Research in Business and Social Sciences

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Industrial sector plays radical role in the economic development around the world.However, in Jordan, this vital sector faces some problems.They are not able to compete with foreign brands, and not paying more attention to brand loyalty.Brand loyalty is still a researchable area.Brand loyalty has become a vital strategy and has greatly contributed to brands success.Brand loyalty is affected by many variables.This study aims at identifying the impact of brand awareness, image and perceived quality in building loyalty towards the durable goods brand in Jordan since there is a debate in the literature about the significant relationship between these constructs on brand loyalty.Therefore, two-hundred valid surveys were obtained from the customers in Jordan.Data were analyzed using PLS-SEM technique.This study found direct significant relationships among the tested constructs.Finally, it introduces a number of recommendations and set of directions for future research.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1994Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 1985A Conceptual Model of Service Quality and Its Implications for Future Research 2003Research design: qualitative, quantitative, and mixed methods approaches 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1996The Behavioral Consequences of Service Quality 2014Partial least squares structural equation modeling (PLS-SEM)

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