The Effect Of Brand Personality On Customer Loyalty "A Survey Study In Smart Phones In Latakia Governorate"

Authors

  • Basem Ghadeer Ghadeer
  • Kenan Saleh

Abstract

The objective of the research is to study the effect of brand personality on customer loyalty by examining the effect of brand personality dimensions namely Sincerity, Excitement, Competence, Sophistication, Ruggedness on customer loyalty. A questionnaire was designed and distributed to a convenient sample of brand consumers of  smart phones in Lattakia Governorate.

The study results indicate that there is a positive effect of the brand personality the on customer loyalty, and sofistication has had the greatest effect on customer loyalty, whereas Competence has had the least effect on customer loyalty.

هدف البحث إلى دراسة تأثير شخصية العلامة التجارية على ولاء العميل وذلك من خلال دراسة تأثير أبعاد شخصية العلامة التجارية وهي الصدق، الإثارة، الكفاءة، درجة التطور، الصلابة على ولاء العميل. حيث تم تصميم استبيان وتوزيعه على عينة ميسرة من مستهلكي الأجهزة المحمولة الذكية في محافظة اللاذقية.

وتوصل البحث إلى أن هناك تأثير إيجابي لشخصية العلامة التجارية على ولاء العميل وكانت درجة التطور هي صاحبة التأثير الأكبر على ولاء العميل أما الكفاءة فكانت صاحبة التأثير الأقل على ولاء العميل.

Downloads

Published

2019-12-23

How to Cite

Ghadeer, B. G., & Saleh, K. (2019). The Effect Of Brand Personality On Customer Loyalty "A Survey Study In Smart Phones In Latakia Governorate". Tishreen University Journal- Economic and Legal Sciences Series, 41(6). Retrieved from https://journal.tishreen.edu.sy/index.php/econlaw/article/view/9302

Issue

Vol. 41 No. 6 (2019): ECONOMIC AND LEGAL SCIENCES

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

  • The authors retain the copyright and grant the right to publish in the magazine for the first time with the transfer of the commercial right to Tishreen University Journal of Research and Scientific Studies - Economic and Legal Sciences

     Under a CC BY- NC-SA 04 license that allows others to share the work with of the work's authorship and initial publication in this journal. Authors can use a copy of their articles in their scientific activity, and on their scientific websites, provided that the place of publication is indicted in  Tishreen University Journal of Research and Scientific Studies - Economic and Legal Sciences   .  The Readers have the right to send, print and subscribe to the initial version of the article, and the title of Tishreen University Journal of Research and Scientific Studies - Economic and Legal Sciences Publisher

  • journal uses a CC BY-NC-SA license which mean

    You are free to:

    • Adapt — remix, transform, and build upon the material
    •  
    • The licensor cannot revoke these freedoms as long as you follow the license terms.

  • Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.

  • NonCommercial — You may not use the material for commercial purposes.

  • ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.

  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.