Proposing a Comprehensive Model to Explore and Evaluate the Factors Influencing Egyptian Consumers’ Brand Loyalty: An Empirical Study in the Home Appliances Sector (Published)

The home appliance industry in the Egyptian market is currently witnessing rapid growth with very intense competition. In light of this fierce competition, the concept of brand loyalty has emerged as an important issue that should be carefully studied. Although manufacturers realize the importance of this concept, there is still no agreement on the factors that influence it. Furthermore, a lot of previous studies have examined the role of mediator variables in generating brand loyalty and conceptualized these mediating variables as a necessary commitment. However, there may be no need for such intermediary factors, rather the relationship can be direct between the antecedents of brand loyalty and brand loyalty. As such, this study aims to (1) develop an integrated conceptual model to discover the factors that Egyptian consumers rely on to build their loyalty in the context of home appliances, and (2) detect the relative importance of each factor in achieving overall consumer brand loyalty. To fulfill these objectives, the study proposes six factors namely brand trust, brand image, after-sales service, customer satisfaction, perceived quality, and brand experience. The novelty in this study lies in proposing one integrated model that includes the main determinants responsible for brand loyalty and studying them together instead of studying the influence of each determinant separately as in previous studies. In addition, till now there is no clear insight into whether the proposed factors have a direct or mediating effect on brand loyalty; this research attempts to answer this controversial question. For this purpose, the survey method is used as the primary data collection. 400 questionnaires were randomly distributed to home appliance buyers living in Alexandria city. The collected data were analyzed statistically using SPSS software. Correlation analysis, multiple linear regression, and stepwise regression were used to reach our results. The main findings of the study indicated that there is a significant and direct relationship between all proposed factors and consumer brand loyalty. However, after-sales service, perceived quality, brand trust, and customer satisfaction are notable determinants and have the highest relative importance on Egyptian consumer brand loyalty concerning home appliances.

Keywords: Brand, Brand Image, Brand Trust, Repeat purchases, brand loyalty

The Impact of Perceived Value, Quality, and Loyalty on Purchase Decision in the Accessories Department: Study on Saudi Females (Published)

The main purpose of this research is to study and investigate the impacts of perceived value, quality, and loyalty on the purchase decision. Furthermore, to understand the mediator impact of brand trust between the relation of consumers’ perceived value and the purchase decision. This research contains a study that is considered as an empirical study that follows a quantitative method and probability sampling technique. The questionnaire was conducted using internet-based survey where the sample includes random Saudi females living in Riyadh. The study shows that loyalty and quality have significant statistical impacts on the decision making. On the other hand, it shows that perceived value, has an influence on the brand trust but not on the purchase decision.

Keywords: Brand Trust, Loyalty, Perceived Value, Purchase decision, Quality

Brand Trust and Brand Loyalty, an Empirical Study in Indonesia Consumers (Published)

ABSTRACT: Brand loyalty has become an important issue in marketing. There are many research has been conducted to examine this issue. Brand loyalty is part of relationship marketing.  In the theory of relationship marketing, there is a strong correlation between brand loyalty, trust in a brand and commitment.  This research analyses the effects of brand reputation, brand predictability, brand satisfaction, brand liking, brand experience, trust in the company and brand competence to brand loyalty, with trust in a brand as a mediating variable. This model use a model proposed by Lau and Lee (2000). Lau and Lee (2000) use this model to measure consumer’s loyalty in a low involvement product. This research uses a different setting. My setting is in a high involvement product, which is cellular phone consumer. This research uses non-random sampling methods (convenience sampling) in order to gain data. I collect 150 respondent, but only 134 questionnaires are complete. After conduct an out layer test I have only 109 respondent left to analyze. To analyze the data, this research uses hierarchical regression analyses. The result shows that only to variables have significant effect to brand loyalty, they are consumer’s trust in a company and brand satisfaction. While, the hypotheses that trust in brand is a mediating variable is support.  The managerial implications of this research are, first, a company which produces a high involvement product must conduct an effective marketing communication with their costumer. Second, a company should increase their service so that consumer’s will satisfy with their brand.

Keywords: Brand, Brand Satisfaction, Brand Trust, brand loyalty