Research
Effect of Brand Experience and Product Involvement on Brand Loyalty: A Study on Mobile Phone Sets in Bangladesh
Contemporary consumers look for those brands which provide them remarkable brand experience. In dynamic telecom industry marketers always try to create and maintain strong customer relationship by establishing effective marketing strategies as it is a significant achievement aspect that enhances the competitiveness level of an organization. The purpose of the research is to investigate the impact of the various feature of brand experience (sensory, affective, and intellectual) on brand satisfaction and brand loyalty. For achieving these objectives, a total of 120 consumers participated in this study. They completed a structured questionnaire, and the information of this study is analyzed using SPSS. Nonprobability sample technique used to gather data from respondents. The study shows that good internal consistency presents here as we use Cronbach’s Alpha to measure this internal consistency in our reliability test. From the findings, it is identified that there are variations in the different aspects of brand experience (sensory, affective, and intellectual) across the brands.
Consumer Attitude and Intention Relationship for Fast Food
The purpose of the research is to investigate the significance of different variables (health perception, hygiene, price) affecting consumer’s attitudes, perceptions, or preferences towards fast foods, particularly of interest are street foods. For achieving these objectives, a sample size of 150 consumers has been taken from the universities students and general people. A structured questionnaire gave to participants, and the information of this study is analyzed using SPSS. The findings of the study showed that people are very conscious about health, so consumers' attitude towards health perception significantly influences street food consumption. The study concludes that young people think fast food is dangerous for human health. The significant value of price and hygiene factors are high, so it shows that people are not affected by these factors as sometimes people have to have street foods due to time scarcity.
