Browsing by Subject "Advertising spending"
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ItemFactors relating to brand loyalty of a Fitness Health Club franchise Business in Vienna, AustriaThis study focused on brand loyalty for an international, franchised Fitness Health Club in Vienna, Austria. The researcher found six independent variables in order to analyse customers' brand loyalty towards the above mentioned Fitness Health Club. The data was collected through 366 useful questionnaires from the Fitness Health Club and its day-to-day customers and members in Vienna, Austria. The research tested the relationship between brand loyalty and seven variables, which were advertising spending, brand image, brand trust, customer orientation, corporate social responsibility (CSR), satisfaction and overall valuation of services. The researcher finds that all null hypotheses were rejected through the Pearson Correlation technique, which showed that there were statistically positive relationships among the variables.
ItemThe influencing factors toward brand loyalty of smartphone in Phnom Penh, CambodiaThe purpose of this study was to investigate the influencing factors of the independent variables, i.e. brand affect, brand trust, customer satisfaction, perceived quality, advertising spending, customer orientation, and CSR toward brand loyalty as dependent variable for the Apple iPhone in Phnom Penh, Cambodia. Then, the conceptual framework was designed from the theoretical framework, and hypotheses were constructed from the conceptual framework in order to know the relationship between dependent variable and independent variable. The researcher targets university students both male and female who currently use the Apple iPhone. A total of 400 questionnaires were distributed at the top five rankings of number of university students in Phnom Penh, Cambodia. The researcher used SPSS software for the statistical treatment of data by applying descriptive analysis and inferential analysis. The results of this study showed that brand trust had a high positive significant influence on brand affect, perceived quality had a high positive significant influence on satisfaction, advertising spending had a high positive significant influence on perceived quality. furthermore, brand affect, brand trust, satisfaction, perceived quality, and CSR had a positive significant influence on brand loyalty in terms of behavior, commitment, and price tolerance. Whereas, only one variable which is advertising spending had a negative significant influence on brand loyalty in terms of behavior. However, customer orientation had not a significant influence on brand loyalty in terms of behavior, commitment, and price tolerance.
ItemA study of factors influencing brand loyalty towards a Thanakha cosmetic in Yangon, Myanmar(Bangkok : Assumption University, 2016) Mai, Nu Nu Seng