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Influence of brand loyalty on consumer purchase behavior

Author

Listed:
  • Lejla Catic

    (Department of Management, International Burch University, Sarajevo, Bosnia and Herzegovina)

  • Mersid Poturak

    (Department of Management, International Burch University, Sarajevo, Bosnia and Herzegovina)

Abstract

The subject of scientific research is the examination of the difference in brand loyalty factors according to the socio-demographic characteristics (age, education, income level) of confectionary consumers, as well as the examination of the connection between brand loyalty factors and brand loyalty of confectionary consumers in Serbia. 200 respondents completed the structured questionnaire. Determining the difference in brand loyalty factors according to socio-demographic characteristics of confectionary consumers was performed using the f test, while the correlation between the brand loyalty factors and brand loyalty was performed using Spearman's rank correlation as a non-parametric alternative to Pearson's correlation. It was determined that there is a significant difference in brand loyalty factors according to the age, education, and income level of confectionary consumers. There is also a statistically significant correlation between all brand loyalty factors and brand loyalty. Key Words:Brand value, brand loyalty, brand loyalty factors, consumer purchase behaviour.

Suggested Citation

  • Lejla Catic & Mersid Poturak, 2022. "Influence of brand loyalty on consumer purchase behavior," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(8), pages 83-91, November.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:8:p:83-91
    DOI: 10.20525/ijrbs.v11i8.2024
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    References listed on IDEAS

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    1. Fawz Manyaga & Umit Hacioglu, 2021. "Investigating the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(6), pages 19-33, September.
    2. Ahmet Demir & Sarkhel Shawkat & Bzhar Nasradeen Majeed & Taylan Budur, 2019. "Fuzzy AHP and VIKOR to Select Best Location for Bank Investment: Case Study in Kurdistan Region of Iraq," Springer Proceedings in Business and Economics, in: Waldemar Tarczyński & Kesra Nermend (ed.), Effective Investments on Capital Markets, chapter 0, pages 485-510, Springer.
    3. N. Gökhan Torlak & Ahmet Demir & Taylan Budur, 2019. "Impact of operations management strategies on customer satisfaction and behavioral intentions at café-restaurants," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 69(9), pages 1903-1924, May.
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