IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i9p605-617.html
   My bibliography  Save this article

How Loyal are You? Factors Influencing Consumer Brand Loyalty among Smartphone Users in Malaysia

Author

Listed:
  • Siti Noor Aishah Mohd Sidik

    (Faculty Business and Management, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia)

  • Adilah Othman

    (Faculty Business and Management, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia)

  • Mohamad Zainol Abidin Adam

    (School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah)

  • Kanesh Gopal

    (Faculty of Accountancy, Finance and Business Tunku Abdul Rahman University of Management and Technology, 53300, Kuala Lumpur, Malaysia)

Abstract

Smartphones have become a vital aspect of people every day. The technology development enables people to contact with one another from anywhere at any time. In competitive market, the variety of smartphones cause companies are challenging to retain brand loyalty. This study wants to identify the factor that influence brand loyalty among smartphone users. Brand reputation, brand competence, price, advertising, brand image, and design are all under investigation. This study’s sample consisted of students from the Universiti of Utara Malaysia. 400 questionnaires were distributing to respondents, with 390 collected and usable. The entire dataset was analyzed using SPSS to assess the correlation and regression effect of each variable. The study discovered that brand reputation, brand competence, price, advertising, brand image, and design has strong correlation with brand loyalty. Regression analysis also indicate that brand competence is the most critical factor impacting brand loyalty. The findings serve as a reference for businesses to develop the best plan for maintaining brand loyalty.

Suggested Citation

  • Siti Noor Aishah Mohd Sidik & Adilah Othman & Mohamad Zainol Abidin Adam & Kanesh Gopal, 2024. "How Loyal are You? Factors Influencing Consumer Brand Loyalty among Smartphone Users in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 605-617, September.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:9:p:605-617
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-9/605-617.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/how-loyal-are-you-factors-influencing-consumer-brand-loyalty-among-smartphone-users-in-malaysia/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Onofrei, George & Filieri, Raffaele & Kennedy, Lorraine, 2022. "Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors," Journal of Business Research, Elsevier, vol. 142(C), pages 100-112.
    2. Sandra Maria Correia Loureiro & Eduardo Moraes Sarmento & Goulwen Le Bellego, 2017. "The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1360031-136, January.
    3. Kyung-A Sun & Joonho Moon, 2024. "Relationships between Psychological Risk, Brand Trust, and Repurchase Intentions of Bottled Water: The Moderating Effect of Eco-Friendly Packaging," Sustainability, MDPI, vol. 16(13), pages 1-12, July.
    4. David Vrtana & Anna Krizanova, 2023. "The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship," Sustainability, MDPI, vol. 15(18), pages 1-18, September.
    5. Anna Watson & Rozenn Perrigot & Olufunmilola (Lola) Dada, 2024. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 806-819, February.
    6. Rutsaert, Pieter & Donovan, Jason & Murphy, Mike & Hoffmann, Vivian, 2024. "Farmer decision making for hybrid maize seed purchases: Effects of brand loyalty, price discounts and product information," Agricultural Systems, Elsevier, vol. 218(C).
    7. S. Mostafa Rasoolimanesh & Poh Ling Tan & Mehran Nejati & Azadeh Shafaei, 2024. "Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 34(1), pages 156-177, January.
    8. Jalal Rajeh Hanaysha, 2021. "Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth," Business Perspectives and Research, , vol. 9(3), pages 446-461, September.
    9. Murray, John & Elms, Jonathan & Teller, Christoph, 2017. "Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 147-156.
    10. George Kankam & Isaac Tetteh Charnor, 2023. "Emotional intelligence and consumer decision-making styles: the mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-11, December.
    11. Anita Oppong & Livingstone Divine Caesar, 2023. "A contingency analysis of brand reputation and loyalty in the banking sector," SN Business & Economics, Springer, vol. 3(7), pages 1-29, July.
    12. Abhigyan SARKAR, 2011. "Romancing With A Brand: A Conceptual Analysis Of Romantic Consumer-Brand Relationship," Management & Marketing, Economic Publishing House, vol. 6(1), Spring.
    13. Sohaib, Muhammad & Han, Heesup, 2023. "Building value co-creation with social media marketing, brand trust, and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    14. Majid Esmaeilpour & Amrollah Sayadi & Mahnaz Mirzaei, 2017. "Investigating the Impact of Service Quality Dimensions on Reputation and Brand Trust," International Journal of Business and Economic Sciences Applied Research (IJBESAR), Democritus University of Thrace (DUTH), Kavala Campus, Greece, vol. 10(3), pages 7-17, September.
    15. Kirmani, Amna & Wright, Peter, 1989. "Money Talks: Perceived Advertising Expense and Expected Product Quality," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 344-353, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mingchao Li & Ruchun Deng & Bin Gong, 2025. "Research on the Impact of Live Marketing on Consumers’ Irrational Consumption Behavior Under the Background of the New Economic Era," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 4918-4967, March.
    2. Sun, Jianmin & Sarfraz, Muddassar & Ivascu, Larisa & Han, Heesup & Ozturk, Ilknur, 2024. "Live streaming and livelihoods: Decoding the creator Economy's influence on consumer attitude and digital behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. Claudia Townsend & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 794-815.
    4. Luke Butcher & Ian Phau & Min Teah, 2016. "Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status?," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 701-715, November.
    5. Lingzhi Brian Fang & Tan Cheng & Heng Yang & Yajing Duan, 2025. "Capturing brand loyalty through customer relationship management: exploring the roles of customer brand engagement and psychological contracts from a dual perspective," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.
    6. Pracejus, John W. & O'Guinn, Thomas C. & Olsen, G. Douglas, 2013. "When white space is more than “burning money”: Economic signaling meets visual commercial rhetoric," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 211-218.
    7. Laurent Cavenaile & Pau Roldan-Blanco, 2021. "Advertising, Innovation, and Economic Growth," American Economic Journal: Macroeconomics, American Economic Association, vol. 13(3), pages 251-303, July.
    8. Jie Bai, 2016. "Melons as Lemons: Asymmetric Information, Consumer Learning and Seller Reputation," Natural Field Experiments 00540, The Field Experiments Website.
    9. Khaled Obaid & Kuntara Pukthuanthong, 2021. "Informativeness of mutual fund advertisements: Does advertising communicate fund quality to investors?," Financial Management, Financial Management Association International, vol. 50(1), pages 203-236, March.
    10. Mahavarpour, Nasrin & Marvi, Reza & Foroudi, Pantea, 2023. "A Brief History of Service Innovation: The evolution of past, present, and future of service innovation," Journal of Business Research, Elsevier, vol. 160(C).
    11. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.
    12. Kai-Lung Hui, 2004. "Product Variety Under Brand Influence: An Empirical Investigation of Personal Computer Demand," Management Science, INFORMS, vol. 50(5), pages 686-700, May.
    13. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 219-229.
    14. Ataman, B.M., 2007. "Managing brands," Other publications TiSEM 462dcbba-2ac1-46d1-a61c-f, Tilburg University, School of Economics and Management.
    15. Rizzi, Francesco & Gigliotti, Marina & Runfola, Andrea & Ferrucci, Luca, 2022. "Don't miss the boat when consumers are in-store! Exploring the use of point-of-purchase displays to promote green and non-green products," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    16. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    17. Chen, Chiang-Ming & Lin, Lin & Chiu, Hsien-Hung, 2016. "Advertising medium effect on tourist satisfaction," Annals of Tourism Research, Elsevier, vol. 57(C), pages 268-272.
    18. Abu Elnasr E. Sobaih & Hassane Gharbi & Riadh Brini & Nadir Aliane, 2025. "Exploring the Mediation Effect of Brand Trust on the Link Between Tourism Destination Image, Social Influence and Brand Loyalty," Societies, MDPI, vol. 15(1), pages 1-16, January.
    19. Aka, Salih & Buyukdag, Naci, 2021. "How to prevent food waste behaviour? A deep empirical research," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    20. Navjot Kaur & Balwinder Singh, 2024. "Dynamics of resource allocation–firm performance relationship: Panel autoregressive distributed lag approach," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 45(6), pages 3663-3676, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:9:p:605-617. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.