Factors Influencing Brand Loyalty for Samsung Products: A Study

This research paper, published in the Journal of Sociological Research, examines the factors influencing brand loyalty towards Samsung products. The study, conducted in Pakistan, investigates the impact of brand image, brand trust, customer satisfaction, perceived quality, purchase criteria, and advertising spending on consumer loyalty. Data was collected through self-administered questionnaires and analyzed using SPSS to determine the relationships between these factors and brand loyalty. The findings reveal significant correlations, providing valuable insights for marketers aiming to understand and enhance consumer loyalty towards the Samsung brand. The paper also reviews relevant literature on brand loyalty, customer satisfaction, perceived quality, and brand image, offering a comprehensive overview of the subject. The research highlights the importance of these factors in shaping consumer behavior and making informed decisions regarding brand preference and repeated purchases.

Journal of Sociological Research
ISSN 1948-5468
2014, Vol. 5, No. 1
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The Comparative Analysis of the Factors Effecting
Brand Loyalty towards Samsung Products
Muhammad Ramiz
Department of Management Sciences, The Islamia University of Bahawalpur (Pakistan)
Muhammad Qasim
Department of Management Sciences, The Islamia University of Bahawalpur (Pakistan)
Muhammad Rizwan (Corresponding author)
Lecturer, Department of Management Sciences,
The Islamia University of Bahawalpur, Pakistan
E-mail: [e-mail]
Faizan Aslam
Department of Management Sciences, The Islamia University of Bahawalpur (Pakistan)
Ammar Khurshid
Department of Management Sciences, The Islamia University of Bahawalpur (Pakistan)
Doi:10.5296/ jsr.v5i1.6569 URL: http://dx.doi.org/10.5296/ jsr.v5i1.6569
Abstract
Two conditions consistency levels of purchase for specific brand over the span of time imply
on brand loyalty. The most precious asset of an organization as there is neck to neck
competition in the market and it is essential for the survival of companies. Aims of this
research are basically to spot what kinds of factors influence brand loyalty in Pakistan. Six
preceding factors influence the consumer’s brand loyalty. By using self-administered
questionnaires we collected data from our 152 respondents. For regression analysis we
entered all that that data into SPSS and do analysis also. Results of our study show significant
relationship of brand image, brand trust, customer satisfaction, perceived quality, purchase

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criteria and advertising spending on brand loyalty. These factors influence the green purchase
intention. Our study is a vital source for the national and international marketers to collect
information how different factors effect consumer’s brand loyalty.
Keywords: brand loyalty, brand image, brand trust, customer satisfaction, perceived quality,
purchase criteria and advertising.
1. Introduction
Brand loyalty is the level by which consumers continue to purchase the same brand within a
product or service category. "The unfair behavioral reactions, expressed over time, out of a
set of such brands, and is a function of emotional (decision making, evaluative) processes by
some assessment of making elements, with respect to one of more alternate brands." Brand
loyalty defines the consumers are willingness to pay high prices to a definite brand in the
same manufactured goods faction and direct people around him to purchase that product
(Glidden’s, 2002).
The improved sales and the capability to charge premium prices are the effect of brand
loyalty. In other words, brand loyalty can be considered as the extent to which a customer
makes repeated purchase. Many factors influence brand loyalty and it is a complex process.
The purpose of our research is to investigate the factors affecting the brand loyalty
specifically perceived quality, brand image, brand trust, purchase criteria, advertising
spending and customer satisfaction.
Coming on top of the list is the brand image or the identity of the brand plays a very
important role in differentiating a brand from its competitors and helps building up new
costumers as the studies has shows that in the wide variety of brand the customers choose the
most prominent and oldest ones as they have strong brand image but it take trust to build up
the image of the brand.
The perceived quality is also among the most vital factors that influence the most. It is the
customer’s observation about the general quality and the supremacy of the product or service
in term of its basic purpose virtual to available substitutes is perceived quality. Perceived
quality cannot essentially be independently determined, in part because it is a perception and
also involves the judgments about what is important to customers. Perceived quality could be
considered as the intangible feelings about a brand. Nevertheless, perceived quality is based
on essential dimensions that include uniqueness of the goods by which the brand is fond of
such as dependability and performance. It will be useful to identify and measure the
underlying dimensions to understand perceived quality,
Business starts and close for the customer and hence their satisfaction and dissatisfaction
matters much for running the business. Customer satisfaction is a part of customer’s
knowledge that shows a supplier’s behavior on customer’s expectation. It can only be
attained through overall good relationship between the customer and supplier. Satisfaction
has positively influence on brand trust. If the product meets the consumers desire it means
product reaches its satisfaction level. And this level enforces the consumer to revisit the same
brand again and again. An understanding of the impact of brand image, perceived quality and

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satisfaction towards the indirect effects of advertising on brand loyalty will help managers
seize the true impact of advertising in development of brand loyalty. Advertising spending
has also positively influence on making brand trust. Price promotion was considered as
company’s offensive strategy for attracting the new customers even from the rival brands but
advertising spend has been considered as the company’s defensive strategy for retaining its
customer loyalty stated by Agrawal (1996).
On the other hand purchase criteria pave the way towards brand loyalty. It consists of the
standards over which the product is evaluated by its prospective purchaser. These principles
might relay to a product in terms of its trustworthiness, expertise, sale’s person’s credibility,
technical specifications, and the manufacturer of the product in terms of its reputation for
quality.
2. Literature review
Brand loyalty
Brand loyalty is the extent to which the customer recommends and keeps on purchasing the
same product/service. As per (Aaker 1992) it implies both favorable attitude and steady
purchase of the same brand. As proposed by (Jacoby and Olson (1970)) it was a emotional
purchase practice formed by some definite decision units who measured more than one
brands.
Guest (1942, 44, 55, 64) defined brand loyalty as an attitude behavior and a measured degree
of preference consistency and purchasing behavior. Brand loyalties develop when the brand
fits the brand image or personality of the customer or when brand offers satisfying and
distinctive profit that consumer seeks. In both instances individual affection develops towards
a brand.
In early studies, researchers usually include the repurchase for measuring the brand loyalty.
But in recent studies, some investigators indicated that for the measurement of brand loyalty
the most suitable way is to measure the affective loyalty.
Assessment of the literature showed that there are two separate approaches for investigating
brand loyalty. One estimates the direct effect of several determinants on brand loyalty. For
example, Yoo et al. (2000) investigated the mixed marketing factors over the brand loyalty.
The other approach concentrates on the indirect effects of these determinants on brand loyalty
like advertising spending affects potential of product or service quality (Kirmani and Wright,
1989; Moorthy and Zhao, 2000; Yoo et al., 2000), its role is in some ways connected to brand
loyalty signifying that rather than the advertisement itself, it is how advertising affects
customer perception of the firm that is more critical in shaping brand loyalty.
Customer satisfaction
By using a specific product satisfaction is the consumer’s positive attitude developed in the
result of his depletion understanding. Customer satisfaction is the originator of the brand
loyalty it. As (Kasmer, 2005) customer satisfaction is the assessment about the brand. All the
key factors regarding Brand loyalty effecting their judgment of repeated purchase. According

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to (Labarbera and Mazursky, 1983)the satisfaction is found to be increased when computing
the brand loyalty in terms of repeated purchase of the same product. Satisfaction is
commonly considered in many studies (Lam, et al, 2004; Tian, 1998; Yang, 2004; Li and
Vogel song, 2003) indicate that the rapid judgment of the customers experience results the
satisfaction, the satisfaction is found to be the crucial helping element while predicting the
customer satisfaction (Rizwan et al., 2013).
We concluded from the studies that loyalty is affected by satisfaction and social variables, tha
are estimates of repurchase intention for products are predicted by satisfaction (Egret , A.
&Ulaga, 2002).. Rodriguez del Bosque and San Martin (2008) said that consumer satisfaction
is not only rational but also emotional. While in the definition of satisfaction, there are at
least two common formulations of satisfaction: transaction- specific and overall satisfaction.
Transaction-specific satisfaction is an instant post-purchase evaluative judgment and, as such,
is an affective reaction to the most recent experience with a firm (Oliver,1993). According to
transactional specific approach that contentment happens at the post-consumption stage
following a single encounter with the service provider (e.g., satisfaction with a specific
employee) (Jones & Suh 2000). According to (e.g. Ismail, Hasnah, Ibrahim, & Isa, 2006;
Da Silva & Syed Alwi , 2006; Anderson & Sullivan, 1993; Chiou et al., 2002; Bloemer &
Ruyter, 1998: Yang & Peterson, 2004)several studies confirmed that consumer's satisfaction
has positivelypartial loyalty. When customers are happy and satisfy from branded products
then they also tell others to purchase them. They are less likely to shift to other different
brand, and are likely to repeat purchase said (Bennett & Rundle-Thiele, 2004).
H-1 satisfaction has positive effect over brand loyalty
Perceived quality states the customer's observation of the overall superiority of a product or
service with respect the satisfaction of its purpose, effective to alternatives. Basically the
features and the characteristics are to fulfill the promised needs are encompassed by the
quality. According to (Olsen, 2002)Perceived quality is the common estimation of a customer
about the product or brand quality, its consistency to the values and it’s gratifying its
functions.
We can say it is “a deeply held assurance to re-buy a preferred product reliably in the future.
There is a positive relationship between brand loyalty and perceived as the studies of (Chiang,
1991; McConnell, 1968). Such type of a relationship has the potential to contribute
differentially to customer outlooks and behaviors, because the strength of brand loyalty could
be explained by perceived quality (McConnell, 1968).
The regarded effects of apparent quality over brand loyalty are direct and indirect. Perceived
quality is basically a virtual concept and changes liable on the experiences and potentials of
people. As Oliver (1999) said that perceived quality is perceptive and leads overall
satisfaction, which is an effective response. Perceived quality also affects the trust in positive
sense that more indicate to brand loyalty as per the former research by Corritore et al., (2003)
investigated the effect of perceived quality on trust.

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H-2 perceived quality positively influence the brand loyalty and customer satisfaction
Brand image
Brand plays a very important role in discriminating a brand from its opponents and helps
making up new costumers. A brand’s image is an essential factor of brand equity, (Aaker,
1991). Keller (1993) and shows differently the brand image, brand suggestions in addition to
the favorability, might and exclusivity of these connotations. By keeping in view an image is
emotionally constructed by the consumers few basic impressions selected from the lake of
many Brands; it came into existence through an artistic course of action where the chosen
impressions are expanded, inflated, and prepared.
In making consumers release the likelihood of purchase of that brand will increase which
flourish that they need it and make its variance identity form its opponents.
By the public corporation or its manufactured goods which continuously holds a promising
image, definitely increase a better position in the market, increase market share, workable
competitive advantage, and or enactment (Park, Jaworski,&MacInnis, 1986). Even that
numerous empirical findings established that a promising image (i.e. Brand, store/retail) will
lead to loyalty (e.g. Koo, 2003; Kandampully & Suhartanto, 2000;).
The brand image is directly related to the brand loyalty due to the assistances the consumers
feels they have from the brand. Keller (1993) defined that such type of image advantages can
be grouped into experimental, useful, and demonstrative benefits, that were actually resulted
from the study of Park et al. (1986). Here, we said that the practical advantages are linked to
the intrinsic advantages of product or services utilization. For example, observed advantages
refer to "kinds of feelings by using the product or services and usually communicate the
product related qualities", whereasthe underlying needs for social approval or personal
appearance and outer-directed sense of worth and basically correspond to non-product related
attributes connected with figurative benefits.
H-3 brand image have positive effect over the brand loyalty
Advertising spending
Huge researches focuses on advertising as an ancestor of brand loyalty (Agrawal, 1996; Yoo
et al., 2000). It has very important effect in reconstruction of supposed performance and
usage experience of a particular brand (Kirmani and Wright, 1989; Moorthy and Hawkins,
2005). Since we are paying attention on the customer viewpoint we follow Kirmani and
Wright’s (1989) and adapt Yoo et al.’s (2000) conceptualization for defining advertising
spending as the perceived frequency and expenditures as the measure of consumers
perception on advertising spending..
Advertising spending plays important role in building up customers brand loyalty since it
have no direct effect over it. Store image is related to advertising spending. Even after
accounting for intended quality and price perceived quality and advertising spending are

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positively related. High brand equity is dependent on high promotional spending and store
image. Consumer gladness (e.g. pleasantness and satisfaction) is prejudiced by their previous
assessments. For example, if previous experiences from product (or quality) are pleasurable,
the upcoming experience will be even better in inducing the same level of satisfaction.
The advertising can be considered as a “defensive” policy that build brand loyalty, that helps
in retaining the brand loyal customers, and price promotions is considered as an “offensive”
policy used to attract the customers from the rival brand. The weaker brand poses little threat
on the strong brands and so they need to spend less for advertising. Instead of advertising
they focus on promotional campaigns (provided advertising is cost effective) for attracting
the weaker brand’s loyal customers of the competing brand. But on the other hand the weaker
brand had to spend on advertising for defending its market shares or retaining its existing
customers, as promotions do not help much due to the difficulty in attracting away the
stronger brand’s loyal consumers. For protection of loyal customers from the rival brands the
advertising spending is necessary. The only difference is that the weaker brand spends more
while the stronger brands spend less on advertising.
H-4 advertising spending positively influences the brand loyalty and brand image
Purchasing criteria
The attainment of customer loyalty is the most optimistic outcome as a result of customer
satisfaction. The concept of “loyalty” raised up of the term “persistence” coined by Copeland
(1923). The stage of consumer’s attitudes toward the demand, Persistence is for branded
products. Consumers do not accept alternatives when they decide to purchase a product or
service. Basically the concept of brand loyalty is widely checked in buyer and marketing
studies as a performance, an attitude, or a composite of both these concepts. According to
(Jacoby and Kyner, 1973), Brand loyalty studies showing that there are variances in
purchasing criteria among brand loyalty.
A purchase criterion has been broadly in the literature as a forecaster of ensuing purchasing.
Aaker and Keller (1990) stated thata brand with high consciousness and good image can
promote brand loyalty to consumers, hence the higher the brand awareness the higher brand
trust and purchase objective are to consumers. A well-known brand will have a higher
purchase intention than a less well-known brand, Brand loyalty is a repurchase commitment
that promises consumers will repurchase their, fortunate brands in the future and they will not
change their loyalty under any situation.
Griffin (1997) stated that loyalty and the purchase cycle by representing the repurchase loop.
When consumers purchase a product that they are not loyal to, they will purchase a different
brand of that product. Hence the loyal consumer have a tendency to purchase the same brand
that they feel a strong bond with and as long as this bond is not affected by switching factors
(Dick and Basu, 1994; Bolton et al., 2000). According to Ehrenberg (1988) states that loyalty
and switching factors do not mark the purchase choice instead it only be subject to on buyer
characteristics. Johnson (1984), on the other hand, calls the decline of brand loyalty a myth,
as neither Ehrenberg et al. (2004) nor Lal and Padmanabhan (1995) have found adequate

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evidence to prove else. It clearly seems that ambiguity among researchers about the impact of
behavioral intentions and contextual factors on purchase decisions. Hence, the study aims to
discover how all these factors (contextual factors, brand loyalty and brand switching)
combined affect the purchase choices of buyers.
H-5 purchase criteria positively influence the brand loyalty
Brand trust
The motivation of standard consumer to rely on the qualifications of the brand to accomplish
its stated purpose is called Brand trust (Moormal et al 1993, p. 315). This definition spans the
two general approaches to trust in the literature (Dwyer and Lag ace., 1986). Firstly the trust
is considered as the certainty, emotions and the partner’s expertise; reliabilities resulted from
anticipation about an exchange partner’s worthiness. Secondly the trust is the behavioral
intention reflected from confidence on a partner and weakness and doubt about the trustee
(Moormal et al 1993, p. 315). Believing in the dependability and the honesty of one side to
the other build up the trust (Moorman et al., 1992).The consumer’s faith that the brand will
accomplish certain purposes could be considered as brand trust. The factors like competence,
compassion and honesty are qualified as the factors that indicate the characteristics of brand
trust by Suh and Han (2003).Trust is the most important determinant of brand loyalty as it
creates relation between the brand and customers stated by (Morgan and Hunt, 1994).Trust is
determined as the predictor of loyalty in many literature studies.andif it is established the
customer will be satisfied (Chaudhuri and Holbrook, 2001). Trust is stated very important for
satisfaction by Berry (2000).As per (Morgan and Hunt 1994, The exchange relations created
by trust are highly valued as the brand trust leads to brand loyalty or commitment Chaudhuri
and Holbrook, 2001).The enduring desire to maintain a valued relationship is defined as the
commitment by (Moorman, Zaltman, and Deshpande 1992, p. 316). Thus, it could be
concluded that both purchase and attitudinal loyalty are given by the trust. Trusted brands
should be purchased more often and should evoke a higher degree of attitudinal commitment.
H-6 brand trust has positive effect over brand loyalty and purchasing criteria
3. Research Methodology:
The current research is descriptive in its nature. Descriptive research can be explained as
describing something, some phenomenon or any particular situation. Descriptive researches
are those researches that describe the existing situation instead of interpreting and making
judgments (Creswell, 1994). The main objective of the descriptive research is verification of
the developed hypothesis that reflects the current situation. This type of research provides
information about the current scenario and focus on past or present for example quality of life
in a community or customer attitudes towards any marketing activities (Kumar, 2005).

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3.1. Sample Data:
In order to collect the data for understanding the situation about the purchase intentions the
same brand/product, a sample of 150 respondents were asked to participate in a
self-administered questionnaire. The population for the current research is consumer in
Pakistan. The current study utilizes a nonprobability sampling technique that is convenience
sampling. Convenience sampling is a sampling technique that obtains and collects the
relevant information from the sample or the unit of the study that are conveniently available
(Zikmund, 1997). Convenience sampling is normally used for collecting a large number of
completed surveys speedily and with economy (Lym et al, 2010).
It is ensured that the sample members possess two main qualifications to participate in the
self-administered survey. First, the sample members should have enough knowledge about
Brand loyalty; secondly, they have a regular purchasing pattern of buying some branded
products, it definitely influences the attitude and behavior of the respondent.
3.2. Instruments and Measures:
The survey instrument of the current study address two major purposes: First is to analyze the
relationship of different variables in the adoption of Brand loyalty. Second, to collect
information about the different characteristics of the respondents that can be used to
understand the variations in different categories.
The survey instrument contains two sections. Section 1 includes different personae and
demographic variables. This section will obtain the respondent’s information about gender,
age, income and education.
Section 2 includes the latent variables that are important in the current study. These variables
includeBrand loyalty, Brand image, Brand trust, Customer satisfaction, Perceived quality,
Purchase criteria and Advertising spending. This section of study is developed based on the
past literature and already used questionnaires.The scales of the study were adopted from the
previous literature and published studies. The first variable of the study is the Brand loyalty
having eight items from the study of The next variable brand image with 5 items that was
taken from the study of Swaitand Sweeney (2000).The next variable brand trust having five
items from the study of Matzler it al, (2008). Chanduhuri and Holbrook,(2001). The next
variable is the customer satisfaction with 2 items referring Ragunathan and Irwin(2001).
After that the study includes perceived quality with three items from Hyoja-dong and
Chuncheon (9 march 2012). Next variable is purchase criteria having four items taken from
the study of JungmiOh, Susan S.Fiorito(2002).the last variable is the advertising
spending with four items of Hong-Youl Ha, Joby John (2011) study.

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Table 1: Scales of the Study
No Variable Items Reference
1. Brand loyalty 1 This brand would be my first choice.
2 I consider myself to be loyal to this
brand.
3 I will not buy other brands if the same
product is available at the brand.
4 I recommend this brand to someone who
seeks my advice.
5I get good value for my money.
6 I say positive things about this brand to
other people.
7 I am willing to pay premium
price over competing products to be able to
purchase this brand again.
8 I consider this brand my first choice in
the next few years.
Hyoja-dong
(9 march 2012)
and
2. Brand Image 1 This brand is fashionable and trendy.
2 This brand is reputation for quality.
Sweatland
Sweeney (2000)

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3 This brand is elegant
4 This brand is sophisticated
5 This brand is well known and prestigious
3. Brand trust 1 I trust on this brand.
2 I rely on this brand.
3 This is an honest brand.
4 This brand meets my expectations.
5 This brand is safe.
Matzler it al,
(2008).
Chanduhuri and
Holbrook,(2001)
4. Customer
satisfaction
1 Overall I am satisfied with specific
experience with the brand.
2 I am satisfied with my decision to purchase
from this brand.
Ragunathan and
Irwin(2001)
5. Perceived
quality
1 The brand is of high quality.
2 The likelihood that the brand is reliable is very
high.
3 The likely quality of the brand is extremely
high.
Hyoja-dong and
Chuncheon
(9 march 2012)

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6 Purchase
criteria
1You buy this brand due to your status
2 You buy this brand as it seems fashionable
3 You buy this brand due to high awareness
4 You buy this due to its attractiveness
Jungmi Oh,
Susan S.
Fiorito
(2002)
7 Advertising
spending
1 The ads for Samsung are frequently seen
2 The ads of Samsung seems more expensive
compared to the ads of competing brands
Hong-Youl Ha,
Joby John
(2011)
3.3. Procedure
The questionnaire was distributed among 152 respondents in Bahawalpur city of Pakistan.
These respondents are selected based on the criteria above mentioned. Before giving the
questionnaire, the purpose of the study and questions were explained to the respondents so
they can easily fill the questionnaire with relevant responses. A total of 152 questionnaires
selected. After collecting, the completed questionnaires were coded and entered into SPSS
sheet for further analysis.
3.4. Reliability Analysis
Scales Items Cronbach Alpha
Brand image 5 0.811
Brand trust 5 0.587
Customer satisfaction 2 0.878
Perceived quality 3 0.873
Purchase criteria 4 0.827

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Advertising spending 2 0.876
4. Results and Analysis.
4.1 Profile of the Respondents
Personal and demographic information of the respondents is presented in the following table.
Variable Category Frequency Percentage
Gender Male
Female
142
10
93.4
6.6
Age 15-20 years
20-25 years
25-30 years
30-35 years
35-40 years
Above 40 years
35
112
3
2
23
73.7
2
1.3
Income Below 15000
15000-25000
25000-35000
35000-45000
45000-55000
Above 55000
107
19
13
4
1
8
70.4
12.5
8.6
2.6
0.7
5.3
Education Matriculation
Inter
Bachelor
2
8
116
1.3
5.3
76.3

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Master
MS/M. Phil
PHD
18
7
1
11.8
4.6
0.7
4.2 Hypothesis Testing
This section of the study finally tests the model after satisfying the requirements of reliability
and validity. The casual relationships of the independent variable were measured on
dependent variables.
4.2.1 Brand image and Brand loyalty
According to the results of this study. The variable of Brand image has a significant positive
relationship with Brand loyalty. Specifically, this variable has a significant positive
relationship with (Beta=.189) and (p= 0.006). That means the Green purchase attitude more
than 18% to green purchase intention. Results of the current study validate the H1.
4.2.2 Brand trust and Brand loyalty
The regression results of the study confirm the significant positive relationship between brand
trust and brand loyalty with (Beta=.413) and (p=0.000). According to these results, Brand
trust value contributes more than 41% to Brand loyalty. Thus validating the results of H2 .
4.2.3 Customer satisfaction and Brand loyalty
Regression analysis of the brand loyalty model shows that there is a significant positive
relationship with (Beta=.122) and (p=0.008). The results suggest that the customer
satisfaction is having more than 12% effect on Brand loyalty. Thus the results of the study
support H3.
4.2.4 Perceived quality and Brand loyalty
The regression results of the study confirm the significant positive relationship between the
Perceived quality and the Brand loyalty with (Beta=.127) and (p=0.001). According to these
results, Perceived quality is having more than 12% effect on Brand loyalty. The result of the
study support H4.
4.2.5Purchase criteria and Brand loyalty
The regression results of the study confirm the significant positive relationship between
purchase criteria and brand loyalty with (Beta=0.124) and (p=0.026). According to these
results, Purchase criteria have more than 12% effect over the Brand loyalty. Showing the
results of the study supports H5.
4.2.6Advertising spending and Brand loyalty

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The regression results of the study confirm the significant positive relationship between
advertising spending and brand loyalty with (Beta=0.127) and (p=0.001). According to these
results of the study the H6 is supported.
4.2.7Advertising spending and brand image
The regression results of the study confirm the significant positive relationship between
advertising spending and brand image with (Beta=0.453) and (p=.000). According to these
results, advertising spending has more than 45% effect over the brand image. Showing the
results of the study supports H7.
4.2.8Brand trust and purchase criteria
The regression results of the study confirm the significant positive relationship between brand
trust and purchase criteria with (Beta=.545) and (p=.000). According to these results, brand
trust has more than 54% effect over the purchase criteria. Showing the results of the study
supports H8.
4.2.9Perceived quality and customer satisfaction
According to the results of this study. The variable of perceived quality has a significant
positive relationship with customer satisfaction. Specifically, this variable has a significant
positive relationship with (Beta=.623) and (p= 0.000). That means the perceived quality is
more than 18% to green customer satisfaction. Results of the current study validate the H9.
Table: Regression Results
Hypothesis Model Variables Est
im
ate
S.E. C.R. P Results
H1 BI
BL
.09
6 .082 1.966 .006 supported
H2 BT
BL
.37
2 .077 4.814 .000 supported
H3 CS BL .11
6 .072 1.617 .008 supported
H4 PQ
BL
-.02
2 .055 2.398 .001 supported
H5 PC .14 .064 2.188 .030 supported

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BL 0
H6 AS
BL
.11
9 .071 1.674 .026 supported
H7 AS
BI
.05
6 .453 6.198 .000 supported
H8 BT
PC
.06
5 .545 7.971 .000 supported
H9 PQ
CS
.07
5 .623 9.760 0.000 supported
5. Discussion
The study purposed to identify the customers brand loyalty towards the cell phone brands
specifically here in Samsung phones. To fulfill the purpose a research the factor that suited
the conditions of the country were selected and applied over the (Samsung) company. To find
out the extent to which each of them affects the customers brand loyalty towards the
Samsung brand. Six brand loyalty factors that are Brand image, brand trust, perceived
quality, customer satisfaction, purchase criteria and advertising spending.
Apart from the effect of these factors over brand loyalty, this study is also aimed to highlight
their effects on each other, for this purpose the effects of advertising spending over the brand
image, brand trust over purchase criteria and perceived quality over customer satisfaction are
noted.
Over all we find the support for all the hypotheses in our proposed model. But the brand trust
seems to play more important role over the brand loyal then other variables. As shown by the
statistical analysis results brand trust is important factor in the development of brand loyalty.
The effect of brand trust on brand loyalty was found to be significant (B=.413), hence
supporting H2, the result is also consistent with (Moorman, et.al, 1992), Morgan and Hunt,
1994.Brand loyalty could be achieved through brand trust by the creation of high value
exchange relationship with the customer where he could be committed to the brand and could
share his preferences. On the other hand the investigation of brand trust effect influence over
the purchase criteria have also shown positive results since it was found significant by ()
showing the brand trust influential over the characteristics they have for their product of
choice.
Brand image is the separate identification of brand in the presence of competitors in the mind
of the customer, hence it is also one of the major factors allowing the customer to purchase a
brand and be consistent with it. In our study the brand image is the second variable effect the
brand loyalty the most with the significance of (B=.189) thus supporting H1, the results are

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2014, Vol. 5, No. 1
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also supporting Vazquez-Carrasco and Foxall (2006).
A satisfied customer is most likely to purchase the product of the same brand lead to the
repeat purchase that builds up the brand loyalty. In this case the customers are satisfied with
the benefit they gain from the product in terms of the price they paid to by the Samsung
phone. This relationship of customer satisfaction and brand loyalty is shown by the statistical
results obtained showing the significance (B=.173), thus supporting the study of Ismail,
Hasnah, Ibrahim and Isa (2006).And confirming the H3.
Perceived quality in this case is measured in terms of the high quality and reliability of the
brand as these two are the core reasons that when met the customer become loyal with the
brand, and this relation is positive as shown by the results it have significance of (B=.122)
confirming the H4 and supporting the study of (McConnell, 1968). The perceived quality also
influence the customer satisfaction positively as shown by the results having the significance
() since confirming the H9.
The positive effect of purchase criteria over brand loyalty has also been proved by the results
of the study that show the significance of (B=.124) that confirms the H5.
The study measured the direct and indirect effect of advertising spending over the brand
loyalty which the prior researches like (Hong Youl Ha) measured in indirect ways. The direct
effect of brand loyalty is shown by the statistical result with the significance of (B=.127) that
proof the H6 hence shown positive relationship while indirect effect is measured in terms of
effect over brand image that is having the significance of (.453) stating the conformance of
H7.
This research would be helpful for marketers since it shows not only the effect of the
dimensions of brand loyalty on it but also show the effects of variables on each other thus
giving the marketers an opportunity to strengthen one variable and it will have dual effect in
increasing the brand loyalty by enhancing its other factors.
6. Limitations and Future Research
It is important to note that due to limited resources, the existing study is limited to one city of
Pakistan and it could not be the demonstrative of the all citizens of Pakistan. Present study
includes the very small sample size; the follow up researches may increase the sample size
and can collect the data from various major cities of Pakistan. Apart from that the research
only measured the brand loyalty towards the only product Samsung cell phones and did not
specify the type of the phones (whether they are smart phones or what) so it is not applicable
on all classes of phone. Since the survey only questioned about the Samsung phone so the
results and finding are only applicable on Samsung not other phones brands. Last but not
least the study did not included the price factor and the quality in Pakistan is measured in
term of cost so another research would be needed to investigate the effect of price over the
brand loyalty.

Journal of Sociological Research
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2014, Vol. 5, No. 1
www.macrothink.org/jsr343
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