The quality of product (smartphone) affecting brand loyalty among STML students in UUM, Sintok

• Main Authors: Muhammad Farooq, Fifi Nurfarhana, Othman, Abdul Aziz
• Format: Article
• Language: English
• Published: Universiti Utara Malaysia 2020
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/28406/1/STMLGG%2001%2006%202020%2017-20.pdf; http://repo.uum.edu.my/28406/
• Institution: Universiti Utara Malaysia

The objective of this research is to study the current level of brand loyalty in smartphone purchasing decision among STML students in UUM. Next, this research also investigates the relationship between the quality of product (smartphone) and brand loyalty. Meanwhile, the study also measures the imp...