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

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.