The relationship between brand association, product perception and brand loyalty with cellular phone preferences of Manila university students

• Main Author: Chen, Abigail
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Cell phones; Brand loyalty; Brand choice; Consumers' preferences; Consumer behavior; Decision making; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/3487; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/10325/viewcontent/CDTG004235_P.pdf
• Institution: De La Salle University

The present study attempts to determine whether there were relationships between brand association, product perception and brand loyalty of Manila university students cellular phone preferences. Being descriptive it aimed to determine the profile of the respondents and their agreement and disagreement to statements measuring variables related to guarantee function, personal identification, perceived value, price, quality and whether they correlated with satisfaction with the product leading to brand loyalty. There were 400 respondents overall. Results of the study indicated that: The data surveyed from randomly selected four hundred university (400)students showed that high satisfaction with the guarantee function, personal identification, price perception, quality perception and value perception of the chosen cellular phone brands lead to consumers loyalty to their chosen cellular phone brands. While the study failed to established relationship between social identification and brand loyalty. Recognizing the scope and limitations of the present study, it is recommended that the present study be further explored by using more different and methodological improvements to make it more generalizable to the general Filipino youth consumer sector. Also, the use of a different conceptual framework with added variables on brand association and product perception can be used. The study also contributes to the growing research in youth consumerism and marketing, and studies on brand association, product perception and brand loyalty.