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

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

Md Sazzad Mahmud

Contact

Farhana Ahmed

Contact

Article Fingerprint

ReserarchID

KZC86

AI TAKEAWAY

Connecting with the Eternal Ground

Abstract

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.

References

27 Cites in Article

Reference Format

(2022). Tory Civilization in the 1820s: The Darling Report.
(0529). Table S1: The raw data sequence IDs retrieved from Phytozome databases (https://phytozome-next.jgi.doe.gov/).
S Abedin (2013). LAS VEGAS SANDS CORP., a Nevada corporation, Plaintiff, v. UKNOWN REGISTRANTS OF www.wn0000.com, www.wn1111.com, www.wn2222.com, www.wn3333.com, www.wn4444.com, www.wn5555.com, www.wn6666.com, www.wn7777.com, www.wn8888.com, www.wn9999.com, www.112211.com, www.4456888.com, www.4489888.com, www.001148.com, and www.2289888.com, Defendants..
René Algesheimer,Utpal Dholakia,Andreas Herrmann (2005). The Social Influence of Brand Community: Evidence from European Car Clubs.
Azize Sahin,& Zehir,Hakan (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands.
Subir Bandyopadhyay,Michael Martell (2007). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study.
J Brakus,Bernd Schmitt,Lia Zarantonello (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?.
Richard Celsi,Jerry Olson (1988). The Role of Involvement in Attention and Comprehension Processes.
G Chong (null). Beyond Winning and Losing.
Chuan Ong,Heng Lee,T Ramayah (2018). Impact of brand experience on loyalty.
Robin Coulter,Linda Price,Lawrence Feick (2003). Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe.
F De Mesa (2013). A cut from above: The impact of loyalty program status on member's behavior.
Dr,Abul Kalam,Azad,& Shamsher (2014). Abul Kalam Azad.
R Goodwin (0620). Retrieved from KNOW YOUR MOBILE.
Dr. Dr.S.Namasivayam,M M.Prakash,M M.Krishnakumar (2013). A Study on Customer Satisfaction Towards Samsung Smart Phones With Referance to Coimbatore City.
M Hasan (2017). CURRENT PERFORMANCE OF WALTON MOBILE IN COMPARISON WITH THE COMPETITORS AND EFFECTIVENESS OF ITS PROMOTIONAL ACTIVITIES.
John Howard,& Sheth (1969). J.A. Howard and J.N. Sheth The Theory of Buyer Behavior. The Wiley Marketing Series. New York, London, John Wiley & Sons, Inc., 1969 XV p. 458 p., £ 4.40..
Jung‐chae Suh,Yi Youjae (2006). When Brand Attitudes Affect the Customer Satisfaction‐Loyalty Relation: The Moderating Role of Product Involvement.
J Kerr (2015). Unknown Title.
Z Khundyz (2018). The Influence Factors of Brand Loyalty: Mobile Phone Industry.
Oswald Mascarenhas,Ram Kesavan,Michael Bernacchi (2006). Lasting customer loyalty: a total customer experience approach.
J Oriol Iglesias,-F (2011). The role of brand experience and affecting commitment in determining brand loyalty.
A Pothitos (2016). LAS VEGAS SANDS CORP., a Nevada corporation, Plaintiff, v. UKNOWN REGISTRANTS OF www.wn0000.com, www.wn1111.com, www.wn2222.com, www.wn3333.com, www.wn4444.com, www.wn5555.com, www.wn6666.com, www.wn7777.com, www.wn8888.com, www.wn9999.com, www.112211.com, www.4456888.com, www.4489888.com, www.001148.com, and www.2289888.com, Defendants..
M Raj,& Mohan (2007). An empirical model for brand loyalty measurement.
A Rehman,Zia-Ur-Rehman,W Akhtar (2012). Factors Affecting Brand Loyalty: A Perspective of Fast Food Restaurants.
Renee Kim,Dong Yoon,Yan Chao,Noctan Dang (2015). Effects of Brand Experience and Product Involvement on Brand Loyalty for Vietnamese Consumers.
L Xuemei Bian (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits Direct and indirect effects.

Download References

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.

Data Availability

Not applicable for this article.

How to Cite 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).

More Citation Formats

Select Citation Style:

Download Citation

GJMBR Volume 21 Issue E3

Explore Journals Explore Volume Read This Issue

Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Not Found

Classification

GJMBR-E Classification JEL Code: M39

Submission ReceivedFebruary 7, 2021
Peer Review Double Blind
Handling Editor
Accepted March 5, 2021
Published March 15, 2021

Version of record

v1.2

Issue date

September 22, 2021

Language

Experiance in AR

Explore published articles in an immersive Augmented Reality environment. Our platform converts research papers into interactive 3D books, allowing readers to view and interact with content using AR and VR compatible devices.

View in VR

Read in 3D

Your published article is automatically converted into a realistic 3D book. Flip through pages and read research papers in a more engaging and interactive format.

View in 3D

Article Matrices

Total Views: 2026

Total Downloads: 888

2026 Trends

Our website is actively being updated, and changes may occur frequently. Please clear your browser cache if needed. For feedback or error reporting, please email [email protected]