Print ISSN: 2204-1990

Online ISSN: 1323-6903

Keywords : Brand loyalty


THE INFLUENCE OF BRAND EQUITY ON CONSUMER PURCHASE BEHAVIOUR WITH SPECIAL REFERENCE TO MERINO LAMINATES, CHENNAI

Maria Alexina Vinotha Rajan, Lawrence G

Journal of Contemporary Issues in Business and Government, 2022, Volume 28, Issue 4, Pages 1020-1031
DOI: 10.47750/cibg.2022.28.04.077

This Report examines the “The Impact of Brand Equity on Consumer Purchasing Behaviour at Merino Laminates” Consumer behavior involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans. Consumers often buy products not because of their attributes per se but rather because of the ultimate benefits that these attributes provide, in turn leading to the satisfaction of ultimate values. The results have been analysed and interpreted using SPSS software and the following statistical tools, Oneway Anova, Correlation, and Multiple Regression.

Brand Equity on Banking Sector

Ms. Swati Prajapat , Dr. Nupur Ojha

Journal of Contemporary Issues in Business and Government, 2022, Volume 28, Issue 4, Pages 1221-1227
DOI: 10.47750/cibg.2022.28.04.093

A measure of the benefit of having a recognizable and quite well brand is brand equity, or the maximum power a strong brand has in the customer's mind. Brand equity is built by providing great customer experiences that encourage people to choose them over rivals that provide identical items. Banking sector, now-a-days, are having cut throat competition in almost all the scheduled commercial banks of India. This shows that banks should maintain its brand equity to compete with other banks. According to Aaker, perceived quality, association, loyalty and brand awareness are the variables to measure Brand Equity. The study took the help of customers of the PSBs and PVBs of India to measure all the variables of brand equity

Relationship between Social Media Marketing and Brand Loyalty with Moderating Effect of Culture: An Evidence from University Students

Dr. Ghulam Nabi; Dr. Nazir Haider Shah; Dr. Muhammad Naqeeb ul Khalil Shaheen; Naveeda Zeb; Mr. Abrar Hussain

Journal of Contemporary Issues in Business and Government, 2021, Volume 27, Issue 2, Pages 1053-1064
DOI: 10.47750/cibg.2021.27.02.125

This research aimed to determine the relationship between social media marketing and brand loyalty. It also explores the moderating role of culture in the relationship between social media marketing and brand loyalty. 177 students from the universities of Pakistan and Azad Jammu and Kashmir were selected as a sample for conducting a cross-sectional survey. Self-managed questionnaires were used for data collection and correlation and regression analyses were used to analyze the data. The research results showed a positive impact of social media marketing on brand loyalty. Moreover, culture can alleviate the relationship between social media marketing and brand loyalty, which showed that culture had an impact on the use of social media and brand loyalty. The current study will be helpful for the marketers and decision-makers of the brands to make important decisions to increase Brand Loyalty by using Social Media Marketing but keeping in mind the cultural aspects.

Customer satisfaction and brand loyalty towards online purchase store Amazon and Flipkart: An Empirical study

Anil Kumar Yadav; Aminuz Zaman; Priyo Basumatary

Journal of Contemporary Issues in Business and Government, 2021, Volume 27, Issue 2, Pages 1884-1890
DOI: 10.47750/cibg.2021.27.02.198

In the present scenario it is clearly known that customers are very smart and also
had various options from different sellers with varieties of options for whatever products or service there are a large number of options are there with the customers so for the above issue mostly companies or seller are targeting more on creating loyal customers by providing better quality product or service at a reasonable rate which means they are giving more emphasis on satisfying the customers instead of mass products for increasing profits which were earlier used in the traditional marketing concept but now-a-days the trend is totally different and they only try to satisfy the customers. The study was conducted on customer satisfaction in relation to brand loyalty towards online selling application – Amazon and Flipkart. The purpose of the study was to examine various factors influencing brand loyalty and also to study the impact & satisfaction level of customer on brand loyalty by taking sample size as 400 from Guwahati city. The researcher has design descriptive and analytical structure for the purpose of the study. After analysing the data, it is find that mostly customers are influence by quality of the product or service which give them moresatisfaction in comparison to other factors and also in times of price increase majority of the respondents are of the opinion that they never switch to other brands.

Factor Of Brand Loyalty In Sportswear Among Student Athletes

Wan Ahmad Munsif Wan Pa; Mohd Syazwan Zainal; Muhammad Sofwan Mahmud

Journal of Contemporary Issues in Business and Government, 2021, Volume 27, Issue 1, Pages 2735-2744

Sportswear is now a major and relevant debate among student athletes as it suits their
unsophisticated lifestyle, versatility and ease. Brand loyalty is regular purchases of
possessions or amenities or other beneficial habits in marketing, such as word of mouth.
Therefore it is vital for the sportswear company to determine and monitor the factor of
brand loyalty among their consumer. The objective of this study is to examine the factor of
brand loyalty such as brand name, product quality, price, style, store environment,
promotion and services quality that influences choice of sportswear among student athletes
in term of gender. There were were 108 student athletes form Universiti Teknologi Mara
(Perlis campus) willing to participate in this study. The study design selected in this study
was survey research design, quantitatively. Researcher has used the Statistical Package for
the Social Sciences (SPSS), version 23, to evaluate inferential statistics of Independent TTest.
The result of this study report that there was a significant difference of promotion
factor between gender. Moreover, male student athletes were highly influenced by
promotion factor compare to female student athletes. In conclusion, the researcher found
that promotion was the prominent factor of brand loyalty among male student athletes in
Universiti Teknologi Mara, UiTM (Perlis campus).