The Impact of Brand Reliability and Brand Intention on Brand Loyalty, Brand Equity, and Overall Customer Satisfaction: A Study on Mobile Telecommunication Service Industry of Bangladesh

UIU Institutional Repository

    • Login
    View Item 
    •   UIU DSpace Home
    • School of Business and Economics (SoBE)
    • Business Administration (BBA)
    • Project Report (BBA)
    • Marketing
    • View Item
    •   UIU DSpace Home
    • School of Business and Economics (SoBE)
    • Business Administration (BBA)
    • Project Report (BBA)
    • Marketing
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    The Impact of Brand Reliability and Brand Intention on Brand Loyalty, Brand Equity, and Overall Customer Satisfaction: A Study on Mobile Telecommunication Service Industry of Bangladesh

    Thumbnail
    View/Open
    The Impact of Brand Reliability and Brand Intention.docx (333.0Kb)
    Date
    2019-05-05
    Author
    Naznin, Sharmin Khatun
    Metadata
    Show full item record
    Abstract
    The main purpose of the study was to evaluate the impact of brand reliability and brand intention on brand loyalty, brand equity, and overall satisfaction in the context of mobile telecommunication services of Bangladesh. Three specific brands were considered for the study includes Banglalink, GrameenPhone, and Robi. A convenient sample of 60 respondents was taken. Cranach alpha values calculated for each of the constructs considered in the study showed an acceptable level of internal consistency in the measured constructs. Both brand reliability and brand intention were found to affect the brand loyalty and the impact was found to be statistically significant. Similarly, both brand reliability and brand intention were found to affect the brand equity and the impact was found to be statistically significant. Finally both brand reliability and brand intention were found to affect the overall satisfaction and the impact was found to be statistically significant. Future research can be conducted by evaluating the impact of brand intention and brand reliability on some other constructs of interest. Moreover, future studies can also be conducted to evaluate the antecedents of both brand intention and band reliability.
    URI
    http://dspace.uiu.ac.bd/handle/52243/1075
    Collections
    • Marketing [304]

    Related items

    Showing items related by title, author, creator and subject.

    • The Impact of Brand Trust on Brand Satisfaction and Brand Loyalty: A Study on Selected Television Brands in Bangladesh 

      Shourab, Md. Mahmudul Hasan (2019-11-16)
      The study is conducted to analyze the impact of Brand Trust and the impacts of it on the Brand Satisfaction on Brand Loyalty and overall brand equity. Such impacts were examined in the context of Television industry including ...
    • EXAMINING THE IMPACT OF BRAND TRUST ON BRAND EQUITY A Study on Smart Phone Handsets Industry in Bangladesh 

      Kibria, Mg (2018-11-07)
      The study intended to examine the impact of the various facets of brand trust, brand reliability (BR) and brand intention (BI), on Overall Customer Satisfaction. The study also intended to measure their impact on Brand ...
    • The Impact of Brand Reliability and Brand Intention on Brand Loyalty: A Study on Selected Mobile Phone Service Operators in Bangladesh 

      Hossain, Md. Razib (2019-01-22)
      The project in hand intends to examine the impact of brand reliability and brand intention on brand loyalty. The context of this examination was the mobile telecommunication services in Bangladesh. Here four mobile ...

    Copyright 2003-2017 United International University
    Contact Us | Send Feedback
    Developed by UIU CITS
     

     

    Browse

    All of DSpaceCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Copyright 2003-2017 United International University
    Contact Us | Send Feedback
    Developed by UIU CITS