Determinant factors towards brand loyalty: a case study of Apple’s iPhone among Bangkok’s university students

Abstract

The purpose of this research is to find out Bangkok’s university students’ loyalty towards the Apple iPhones. Both exploratory and explanatory mixed method by Creswell (2014) has been applied in this study. Firstly, two rounds of interviewing stage comprising thirteen and another eleven interviewees. This study found and confirmed validity of major dependent and independent variables used to recreate conceptual framework in the quantitative methodology. Very satisfactory level of reliability has been confirmed with 30 respondents of pre-testing based on questionnaire designated. Secondly, multiple linear regression (MLR) has applied for 400 respondents through SAS enterprise license number 12400609. The statistical results show that students’ dependency on Apple iPhone for their daily life and study purposes. The factors prove the dependency of students, such as mobile applications, convenience, brand trust and social influence, which lead towards brand loyalty of the Apple iPhone.