Paper Title :Factors Affecting Brand Loyalty in Small Enterprises: Evidence from Kumasi, Ghana

Author :Emmanuel Oppong-Mensah, Ebenezer Adaku

Article Citation :Emmanuel Oppong-Mensah ,Ebenezer Adaku , (2018 ) " Factors Affecting Brand Loyalty in Small Enterprises: Evidence from Kumasi, Ghana " , International Journal of Management and Applied Science (IJMAS) , pp. 58-63, Volume-4,Issue-8

Abstract : This study uses the factors of brand loyalty model (i.e. customer satisfaction, brand image and brand perceived quality) to assess its impact on brand loyalty in small enterprises: evidence from Kumasi in Ghana. The data for the study was collected from managers or owners of small enterprises and customers as well. Stratified random sampling and simple random sampling were used to select managers and customers respectively. In all, 400 respondents (85 owners or managers and 315 customers) participated in the study. This served as for the administration of the questionnaire. The findings suggested that customer satisfaction is significantly related to brand loyalty in small enterprises as explained Ordinary Least-Squares (OLS) regression. Nevertheless, brand image and brand perceived quality are not significantly related to brand loyalty in small enterprises. Keywords - Brand Loyalty, Customer Satisfaction

Type : Research paper

Published : Volume-4,Issue-8

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