文章基本信息

标题：Influence of Brand Loyalty in Telecommunication Sector in Pakistan
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作者：Naveed Anjum ; Muhammad Rizwan ; Mubashir Khaleeq 等
期刊名称：Journal of Public Administration and Governance
电子版ISSN：2161-7104
出版年度：2013
卷号：3
期号：3
页码：188-202
语种：English
出版社：Macrothink Institute
摘要：Brands play a very important role in consumer markets. They bridge a relationship between the consumers and the company. Brand loyalty is a consumer’s preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in telecommunication sector of Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty.