Brands Loyalty: Empirical Evidence from the Emerging Egyptian Mobile Industry

Maha Mourad and Karim Youssef
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Maha Mourad: The American University in Cairo, Cairo, Egypt
Karim Youssef: Orange, Sheikh Zayed City, Egypt

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2016, vol. 7, issue 4, 40-57

Abstract: Over the last couple of decades, the mobile communication companies have been growing rapidly and it plays a major role in the emerging economies that can't be underestimated. This study was conducted to better understand the factors that lead to brand loyalty in the Egyptian mobile retail industry as an example of an emerging economy. Based on the literature review and an exploratory study a conceptual framework was proposed that was tested using a quantitative technique. It was launched with 245 responses to test the hypothesis using SPSS tool. The findings of the research showed that Brand Trust, Customer Satisfaction, Brand Affect, and Resale Value are determinants of Brand Loyalty. The outcomes of this study will help in better understanding the determinants of brand loyalty and can be used by marketers to know how to create loyalty of the Egyptian consumers to the multinational brands in the mobile retail market.

Date: 2016
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