The Impact of Brand Reliability and Brand Intention on Brand Loyalty: A Study on Selected Mobile Phone Service Operators in Bangladesh

Abstract

The project in hand intends to examine the impact of brand reliability and brand intention on brand loyalty. The context of this examination was the mobile telecommunication services in Bangladesh. Here four mobile telecommunication service brands such as GrammeenPhone, Blanglalink, Robi and Airtel were considered for the study. Performance of mobile service brands is an important factor to the people while they are about to subscribe to a service provider. A brand creates a strong position by the relevance and intention. Strength of the brand is also affected by active familiarity based on past trail, saliency, or knowledge of brand promise. To complete the study three constructs have been used such as brand loyalty, brand intention, and brand reliability. Survey has been conducted on 80 respondents where respondents were divided by equally for each brand. Each brand has got 20 respondents. In the study the sample was primarily divided into two categories, male and female. The student portion of the sample comprised 80 percent male and 20 percent female. Here included SSC or below 21.3 percent, HSC 15 percent, Bachelor 53.8 percent and Masters or equivalent 10 percent. Two constructs, namely brand reliability and brand intention, have been used for to measure their impact on the brand loyalty. Such impact was measured by multiple regression analysis. Both brand reliability and brands intention were found to have statistically significant impact on brand loyalty. But brand reliability was found to have more impact on brand loyalty as both the independent variables were evaluated in terms of the associated beta values.