Effect of Brand Experience on Brand Satisfaction and Brand Loyalty: A Study on Mobile Phone Sets in Bangladesh
MetadataShow full item record
The purpose of the research is to investigate the impact of the various aspect of brand experience (sensory, affective and intellectual) on brand satisfaction and brand loyalty. For achieving these objectives a sample size of 120 consumers has been taken from university students and general people. A structured questionnaires were given to participants and the information of this study is analyzed using SPSS. Non-probability sampling technique was used to gather data from respondents. The findings of the study show that good internal consistency is presented 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. Variations were also found among brand satisfaction and brand loyalty across the brands. It has also been found that brand satisfaction is largely affected by various aspects of brand experience (sensory, affective, and intellectual). Similarly, brand loyalty was also found to be affected by sensory, affective, and intellectual aspects of brand experience.
- Marketing 
Showing items related by title, author, creator and subject.
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 Naznin, Sharmin Khatun (2019-05-05)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. ...
Evaluating the Impact of Brand Attachment on Brand Equity: A Study on Selected Brands of Smart Phone Handsets Siddiqua, Aisha (2018-10-27)Brand Equity is a term that is much often used in marketing context but its meaning still remains unclear in the mind of many. A proper exact definition will include the term value and consumer’s perception, both of which ...
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 ...