Paper Title :Multidimensional Brands Loyalty Model: Case from an Emerging Economy

Author :Maha Mourad, Karim Youssef

Article Citation :Maha Mourad ,Karim Youssef , (2018 ) " Multidimensional Brands Loyalty Model: Case from an Emerging Economy " , International Journal of Management and Applied Science (IJMAS) , pp. 94-97, Volume-4,Issue-2

Abstract : This exploratory study was conducted to investigate the determinants of the multidimensional brand loyalty model in the Egyptian mobile retail industry as an example of an emerging economy. Based on comprehensive literature review and an intensive exploratory study a conceptual framework was proposed. The proposed conceptual framework is based on an integration of 5 existing multidimensional loyalty models, focusing on five independent variables: price, quality, perceived value, services, and other factors (promotion, distribution, existence, social class, and demographics). The dependent variable is the brand loyalty, generated as result of the intervening variable, which is customer satisfaction that provides synergy towards the brand loyalty. The proposed conceptual framework, included ethics as a moderating variable as it appears in the literature review and raised through the exploratory study. In addition, the research resulted in a number of empirical recommendations that should be considered by the experts in this market. Future research should focus on empirically testing the model in more than one industry in several emerging markets in order to be able to generalize the results. Keywords- Brand loyalty, Customer satisfaction, Consumer preferences, Brand association, Brand image, Brand awareness, Brand trust, Perceived value, Emerging market, Egyptian Telecom market

Type : Research paper

Published : Volume-4,Issue-2

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