Factors affecting brand loyalty: An empirical study in Malaysia

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

In today's competitive business environments, consumers are exposed to a large number of brand choice alternatives. Managers and marketers are battling to keep their brand loyal customer loyal and trying to avoid competitors from grabbing of these customers. There are various factors that impede customers to become loyal to either company or brand that they are using. It is the facts that maintaining customer loyalty towards certain brand is not an easy task but marketers are trying their best to increase or at least maintain brand loyalty. As such, this study intended to examine the factors that could possible affect brand loyalty among young consumer in Malaysia. The self-administered questionnaires were distributed among 300 university students. The results revealed that product involvement, perceived quality and brand trust are the major factors that affect consumer brand loyalty. The implications of the study were discussed and future research improvement were suggested.

Original languageEnglish
Pages (from-to)777-783
Number of pages7
JournalAustralian Journal of Basic and Applied Sciences
Volume5
Issue number12
Publication statusPublished - Dec 2011

Fingerprint

Factors
Empirical study
Brand loyalty
Malaysia
Marketers
Young consumers
Brand choice
Product involvement
Perceived quality
Brand trust
Business environment
Managers
Customer loyalty
Competitors
Questionnaire

Keywords

  • Brand Loyalty
  • Malaysia
  • Young consumers

ASJC Scopus subject areas

  • General

Cite this

Factors affecting brand loyalty : An empirical study in Malaysia. / Che Wel, Che Aniza; Syed Shah Alam, Syed Shah Alam; Mohd. Noor, Sallehuddin.

In: Australian Journal of Basic and Applied Sciences, Vol. 5, No. 12, 12.2011, p. 777-783.

Research output: Contribution to journalArticle

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