THE IMPACT OF BRAND LOYLATY ON PURCHASE INTETION
Arta EJUPI IBRAHIMI, Fitore BAJRAMI ABDI
Abstract
In this globalized market with highly similar products and with easy access to many products, it can be very difficult for a company to survive as a company. The primary goal of companies is to provide a good customer experience and to maintain long term, loyal customers.
The study attempts to examine the impact of brand loyalty on purchase intention, and understand how loyal customers can increase sales. The study employed a quantitative methodology, where a structured questionnaire was shared online via social networks. The study was carried out in North Macedonia and collected a sample of 240 responses. All the data were tested with SPSS software. Regression test was used to examine if brand loyalty has a positive impact on purchase intention, the results of the research showed a positive influence of brand loyalty on purchase intention.
The study could be beneficial to the literature of brand loyalty and purchase intention and will also have managerial implications because companies can have more loyal customers if they truly understand brand loyalty.
Pages: 18 - 25