Antecedents of Brand Loyalty for Mobile Phone Brands: An Empirical investigation

Dr. Mohd Amanullah and Dr. Mohd Azmi Khan

Antecedents of Brand Loyalty for Mobile Phone Brands: An Empirical investigation

Author : Dr. Mohd Amanullah and Dr. Mohd Azmi Khan Journa Name: International Journal of Law Management & Humanities Country : India Volume: 7 issue: 3 Year: 2024 Views : 510

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.