文章基本信息

标题：The Impact of Packaging, Price and Brand Awareness on Brand Loyalty: A Reseller Perspective in Mobile Sector of Pakistan
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作者：NAEEM AKHTAR ; IJAZ AHMED ; HAFIZA YASMEEN JAFAR 等
期刊名称：International Review of Management and Business Research
印刷版ISSN：2307-5953
电子版ISSN：2306-9007
出版年度：2016
卷号：5
期号：3Part 1
页码：790-807
出版社：Academy of IRMBR
摘要：The aim of study is to examine the relationship between the packaging, price, brand awareness and brand loyalty. Data was collected through questionnaire on five point Likert scale from 212 respondents by using convenience sampling technique. Data is collected from customers who purchase various types of mobile brands. This study is conducted with the reference of Pakistan. Correlation and regression analysis were used as statistical tests. Through regression analysis it was found that packaging and brand awareness had strong positive significant relationship with brand loyalty whereas price had weak relationship with brand loyalty. The correlation analysis found that the significant relationship between the packaging, price, brand aware awareness and brand loyalty. The Cronbach alpha reliability is 0.723, it concludes that product attributes have positive relationship with brand loyalty. SPSS version 16 is used for data analysis and End-Note version six is use for citations and references.
关键词：Packaging; Price; Brand Awareness; Brand Loyalty; Mobile Sector; Reseller; Pakistan.