Обложка Brand Loyalty Influencing Consumer’s Purchasing Behaviours
Название книги:

Brand Loyalty Influencing Consumer’s Purchasing Behaviours

Consumers Continuous Purchasing Intentions and Behaviours

LAP LAMBERT Academic Publishing (2020-03-31 )

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ISBN-13:

978-620-2-51901-4

ISBN-10:
6202519010
EAN:
9786202519014
Язык Книги:
Английский
Краткое описание:
In today’s competitive business environments, development of brand loyalty among customer is essential to attract customers’ continuous purchasing intentions and behaviours for the company’s products and services. The purpose of this research is to investigate how brand loyalty affects the customer purchasing intention for home electronics in Malaysia. The quantitative research approach was chosen for the study, and data were collected through distribution and collection of survey questionnaire from 207 participants. The data of this research are analysed by using statistical approaches in terms of reliability, validity, correlation analysis, and multiple regression analysis. Through this study, it has discovered that brand loyalty has significant impacts on the consumer purchasing behaviours for home electronics among consumers in Malaysia. The three elements of brand loyalty including brand awareness, brand loyalty, and brand association have shown positive relationship and effect on the consumer purchasing behaviour.
Издательский Дом:
LAP LAMBERT Academic Publishing
Веб-сайт:
http://www.lap-publishing.com/
By (author) :
Sanmugam Annamalah, Kong Linghan
Количество страниц:
68
Опубликовано:
2020-03-31
Акции:
В наличии
Категория:
Управление бизнеса
Цена:
3852.42 руб
Ключевые слова:
Brand Loyalty, Brand Awareness, Brand Association, brand perception, Consumers, behaviours.

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