Factors Influencing Brand Loyalty in International Mobile Phone Market-Ghana.pdf

1、The purpose of this paper is to examine the relationship between trust, customersatisfaction, promotion, brand name, attitude towards the brand and brand loyalty.
　　University of Ghana Legon students were chosen as th

2、e samples of this study. A totalof 250 questionnaires were distributed to the responded and 150 of them wereobtained and usable. Correlation and regression analysis were use to analyses all data.
　　The finding indicat

3、e that all the dependent variable trust, promotion, customersatisfaction, brand name, attitude towards the brand, had a certain degree orrelationship with brand loyalty. Customer satisfaction had the strongest relation w

4、ithbrand loyalty. Only two variables which are customer satisfaction and brand nameinfluence brand loyalty while other variables had no significant relationship withbrand loyalty. The findings suggested that the producer

5、s of mobile phones should putmore effect building corporate image conduct research on customer's preferences andneeds in order to increase loyalty of their customers. The coefficient ofetermination,r2,is useful because i

6、t gives the proportion of the variance(fluctuation) of one variable that is predictable from the other variable.lt is a measurethat allows us to determine how certain one can be in making predictions from acertain model/