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.

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Published

2019-12-23

How to Cite

1.
Ghadeer BG, Saleh K. The Effect Of Brand Personality On Customer Loyalty "A Survey Study In Smart Phones In Latakia Governorate". Tuj-econ [Internet]. 2019Dec.23 [cited 2025Jul.30];41(6). Available from: https://journal.latakia-univ.edu.sy/index.php/econlaw/article/view/9302

Issue

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

Section

Articles

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