| dc.description.abstract | This study examines the impact of product involvement factors on cell phone users’ brand loyalty in Ho Chi Minh City. First, the research gives an overview of the mobile phone market in the world, as well as in Vietnam; and literature review. In addition,
the relationships between each construct are assumed or indicated based on the previous researches. Both qualitative and quantitative research method were applied in this research. Questionnaires were designed based on desk research and individual depth interview. Data collected from questionnaires was analyzed by quantitative testing methods in SPSS software. Finally, the conclusion and managerial implications, as well as limitations and suggestion for further research are reported.
Total 250 questionnaires were collected in this research. The results show four factors have positive impacts on Brand loyalty, include: Product quality perception, Country of origin perception, Pleasure and Enjoyment, and Self-image expression; while there is no relationship between Product knowledge and Brand loyalty of mobile phone users in Ho Chi Minh mobile phone market.
The managerial implications draw from this study to which mobile phone manufacturers can refer are: 1) Creating pleasure and enjoyment for consumers, 2) Developing technologies to improve product quality, 3) Catching and understanding consumers’ personalities, and 4) Creating good image for products’ country of origin. By these ways, mobile phone manufacturers can remain and enhance the brand loyalty of
consumers. | en_US |
