Brand Personality and Loyalty as Drivers of Repurchase Intentions: Evidence from Pakistani Mobile Phone Users

IF 2.3 Q3 BUSINESS
Assad Rahman, Amjad Ur Rehman, Mazhar Iqbal, Adeel Ahmed
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引用次数: 0

Abstract

The purpose of this study was to examine the influence of brand personality and brand loyalty on repurchase intention of Pakistani mobile phone users. The population for this study comprised master’s students at large public sector universities of Pakistan. Results of 318 responses indicate that sincerity, competence, ruggedness and sophistication significantly predicted brand loyalty, while the excitement dimension of brand personality failed to predict brand loyalty. It was also found that brand loyalty positively predicted the repurchase intentions among mobile phone users of Pakistan. The study also tested the moderating role of relative brand identification in the relationship between brand loyalty and brand repurchase intentions. By making overall significant contributions to the existing body of literature, the test of moderated regression analysis indicates the presence of a moderating role of relative brand identification. With remarkable contributions, this research presents valuable insights to marketers and stakeholders, helping them to understand brand personality, rebuild marketing strategies, boost brand loyalty, grasp relative brand identification, gain a competitive edge, make informed decisions and stay relevant in the market.
品牌个性和忠诚度是回购意愿的驱动因素:来自巴基斯坦手机用户的证据
本研究旨在探讨品牌个性和品牌忠诚度对巴基斯坦手机用户回购意向的影响。研究对象包括巴基斯坦大型公立大学的硕士研究生。318 个回答的结果表明,真诚、能力、粗犷和精致对品牌忠诚度有显著的预测作用,而品牌个性的兴奋维度未能预测品牌忠诚度。研究还发现,品牌忠诚度能积极预测巴基斯坦手机用户的回购意向。研究还检验了相对品牌认同在品牌忠诚度和品牌回购意向之间的调节作用。通过对现有文献的整体重大贡献,调节回归分析检验表明,相对品牌认同存在调节作用。这项研究为市场营销人员和利益相关者提供了宝贵的见解,有助于他们了解品牌个性、重建营销战略、提高品牌忠诚度、掌握品牌相对认同、获得竞争优势、做出明智决策并保持市场相关性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.10
自引率
12.50%
发文量
107
期刊介绍: Global Business Review is designed to be a forum for the wider dissemination of current management and business practice and research drawn from around the globe but with an emphasis on Asian and Indian perspectives. An important feature is its cross-cultural and comparative approach. Multidisciplinary in nature and with a strong practical orientation, this refereed journal publishes surveys relating to and report significant developments in management practice drawn from business/commerce, the public and the private sector, and non-profit organisations. The journal also publishes articles which provide practical insights on doing business in India/Asia from local and global and macro and micro perspectives.
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