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IJSTR >> Volume 9 - Issue 10, October 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Mediating Role Of Brand Preference On The Relationships Between Brand Cues And Brand Loyalty In Electronic Products

[Full Text]



AlJohani, Majed Saad, Ahmad, Azhar



Brand Loyalty, Brand Preference, Brand Name, Brand Communication, Country of Origin (COO), Mediating Role



This study aims to investigate the mediating role of brand preference in explaining the relationships between brand cues such as brand name, country of origin and brand communication with brand loyalty in the context of electronic brands in the emerging markets. This paper strives to improve a model that extends the understanding of how brand cues identify consumers’ preference towards brand loyalty. Accordingly, the study conducted a survey through quota sampling technique on laptop users in Saudi Arabia. A total of 800 questionnaires were distributed. The study provides insights into the multi dimension of brand cues in developing brand preference which would affect consumer brand loyalty. Also, the results confirm the significant effect of brand preference as mediator on the relationship between brand cues and brand loyalty. Hence, the study model contributes a new perspective for building reputable brands by obtaining consumers preference towards brand to increase brand loyalty. In addition, this study distinguishes the mediating role of brand preference in different contexts and offers evidence for marketing success.



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