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IJSRP, Volume 7, Issue 12, December 2017 Edition [ISSN 2250-3153]



      Ossama Fazal, Sonia Kanwal

Abstract: The study intellectualizes to define the aspects that has impact on the brand loyalty of mobile phones brand in market of Asia. A Questionnaire has been designed in a layout of 7 point Likert scale for the purpose of data collection. Respondents varied between strongly agree and strongly disagree. Sample size of the study has been taken upto 250 respondents including customers having mobile phones of different brands using more than past 2 to 3 years in market of Pakistan. The study investigated that the customers are loyal to their brand attitudinally plus behaviorally. Brand loyalty is positively affected by the Brand trust of customers. Further it has been found that the satisfied customers are the loyal ones. In Pakistan customer preferred the price comparison among brand which influence their loyalty with their brand.

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Ossama Fazal, Sonia Kanwal (2017); Determinants of brand loyalty: A case study of Asian Mobile Phone Users; Int J Sci Res Publ 7(12) (ISSN: 2250-3153). http://www.ijsrp.org/research-paper-1217.php?rp=P727020

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