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The Role of Brand Loyalty: The Case Study of Telekom Malaysia

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  • Munawwer Husain

    (School of Business Management, College of Business, University Utara Malaysia, Sintok, Kedah, Malaysia.)

Abstract

Brand devotion is the principal thing in an association that leads from consumer loyalty toward items and administrations offer. This study is led to investigate the principle calculates that add to brand dedication in the telecom organization, Telekom Malaysia (TM). There are fi ve primary variables utilized as a part of the contextual investigation that is duty, consumer loyalty, corporate picture, trust and advancement on brand devotion in the telecom organization. This study utilized overview systems, where a sum of 290 review structures was circulated to TM clients through comfort examining yet just 165 were gotten and usable. The outcome demonstrates a critical positive relationship between the variables (duty, consumer loyalty, corporate picture, trust and advancement) toward brand dedication.

Suggested Citation

  • Munawwer Husain, 2015. "The Role of Brand Loyalty: The Case Study of Telekom Malaysia," International Review of Management and Marketing, Econjournals, vol. 5(3), pages 173-179.
    • Handle: RePEc:eco:journ3:2015-03-09
    as

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    References listed on IDEAS

    as
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    Cited by:

    1. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    2. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.

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    More about this item

    Keywords

    Brand; Commitment; Customer Satisfaction; Trust; Promotion;
    All these keywords.

    JEL classification:

    • L80 - Industrial Organization - - Industry Studies: Services - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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