Brand Loyalty Influencing Consumer's Purchasing Behaviours

In today's competitive business environments, development of brand loyalty among customer is essential to attract customers' continuous purchasing intentions and behaviours for the company's products and services. The purpose of this research is to investigate how brand loyalty affects the customer purchasing intention for home electronics in Malaysia. The quantitative research approach was chosen for the study, and data were collected through distribution and collection of survey questionnaire from 207 participants. The data of this research are analysed by using statistical approaches in terms of reliability, validity, correlation analysis, and multiple regression analysis. Through this study, it has discovered that brand loyalty has significant impacts on the consumer purchasing behaviours for home electronics among consumers in Malaysia. The three elements of brand loyalty including brand awareness, brand loyalty, and brand association have shown positive relationship and effect on the consumer purchasing behaviour.

Autorentext

Sanmugam is lecturer for American,UK,Australian Degree & Master Programs in SEGi University College and a PHD candidate.Member of Malaysian Institute of Economic Research, Malaysian Economic Association, International reviewer for books & journals, Module writer for local Universities. Prior joining academic world worked in bank as Project Manager.