Mobile Phone Brand Loyalty and Repurchase Intention

Abstract

This study investigates factors that lead to brand loyalty and repurchase intention specifically mobile phone brand of Nokia among Malaysian. Mobile phone market now has become very competitive with very rapid technology that facilitates the production of new brands of mobile phones. Data was collected from selected students of Graduate School of Management of Universiti Putra Malaysia particularly Malaysian students. Regression and correlation analyses were conducted in analyzing the data. The results established positive significance correlation among the variables (brand satisfaction, brand loyalty, perceived brand quality, perceived brand equity, and repurchase intention).

The study concluded that, these factors; brand satisfaction, brand loyalty, perceived brand quality, perceived brand equity, and repurchase intention, have some implications to the managers, government and other stakeholders.

Keywords: key words, Mobile Phone, Brand Loyalty, Repurchase Intention