Effect of Brand Experience and Product Involvement on Brand Loyalty: A Study on Mobile Phone Sets in Bangladesh

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Md Sazzad Mahmud
Md Sazzad Mahmud
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Farhana Ahmed
Farhana Ahmed

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GJMBR Volume 21 Issue E3

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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.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

Md Sazzad Mahmud. 2021. \u201cEffect of Brand Experience and Product Involvement on Brand Loyalty: A Study on Mobile Phone Sets in Bangladesh\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 21 (GJMBR Volume 21 Issue E3): .

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Optimized ALT text highlighting brand loyalty effects on mobile phone users in Bangladesh.
Issue Cover
GJMBR Volume 21 Issue E3
Pg. 51- 70
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: JEL Code: M39
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v1.2

Issue date

September 22, 2021

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English

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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.

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Effect of Brand Experience and Product Involvement on Brand Loyalty: A Study on Mobile Phone Sets in Bangladesh

Farhana Ahmed
Farhana Ahmed
Md Sazzad Mahmud
Md Sazzad Mahmud

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