The Effect of Brand Associations on Customer Loyalty: Empirical Study on Mobile Devices in Jordan

Abstract

Customer loyalty is becoming more important to most firms; it is an excellent defense against the growing competition, therefore understanding the brand associations that effect loyalty will help the firms considerably in preparing the proper strategies and new products development. The main objective of this study is to understand the effect of eleven brand association dimensions (drafted from Aarker’s brand associations dimensions) on customer loyalty in the field of mobile devices in Jordan. The population of the study was selected to be the universities students in Jordan. One main hypothesis was formulated based on the literature review. A restricted research methodology was used and data was collected using questionnaire, 488 personally submitted questionnaires were distributed. Statistical Package for the Social Science (SPSS) was chosen to describe and analyze the data of 421 filtered and screened useable questionnaires. Results showed that there is a significant effect of brand association on customer loyalty, discussion on the most important dimensions effecting customer loyalty was provided. Conclusion and recommendations were developed based on the results of the study.