MARC details
| 000 -LEADER |
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| fixed length control field |
02016nab a2200229 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
170325b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Kumar, S Santosh |
| 245 ## - TITLE STATEMENT |
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| Title |
Brand Loyalty of Customers in Smartphone Brands |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
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| Name of publisher, distributor, etc |
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| Date of publication, distribution, etc |
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| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
8-15 p. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
The smartphone, one of the priceless contributions of mobile technology, has now resulted in a situation of cut throat competition between different handset manufacturers who are trying their level best to outsmart their competitors. Brand loyalty, which is a crucial factor influencing purchase decision of smartphone users, is assessed in this particular scenario. The assessment of brand loyalty for the present study was done with reference to a Swedish study (Ahmed & Moosavi, 2013) by taking into account the overall brand loyalty score generated from the five constructs such as brand image (bi), brand quality (bq), brand experience (be), brand switching cost (bsc), and customer satisfaction (cs). Apple topped the list with the highest brand loyalty score followed by Asus, Blackberry, LG, Samsung, Motorola, Micromax, Nokia/Microsoft, Sony, Xiaomi, Lenovo, Huawei, and HTC in the study conducted among IT employees. The statistically significant difference found in the brand loyalty scores of different smartphone brands signals the manufacturers to seriously focus on brand loyalty building to cope up with the cut throat competition and to ensure their long-term growth and survival. The manufacturers should concentrate more on areas such as image building, manufacturing quality products, and ensuring customer satisfaction. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand Loyalty |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand Image |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand Quality |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand Experience |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand Switching Cost |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Customer Satisfaction |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Smartphones |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Menon, Rahul P. |
| 773 0# - HOST ITEM ENTRY |
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| Host Biblionumber |
39847 |
| Place, publisher, and date of publication |
New Delhi Indian Journal of Marketing |
| Other item identifier |
S85749 |
| Title |
Indian Journal of Marketing; 47(3) March 2017 |
| International Standard Serial Number |
0973-8703 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Articles |
