| Autor: |
Yeo, S. F., Cheah, C. S., Wee, L. F. S., Tan, P. K., Chee, T. H. |
| Zdroj: |
Turkish Online Journal of Design, Art & Communication; 2018 Special Issue, Vol. 8, p754-758, 5p |
| Abstrakt: |
This study delves into the radio broadcasting industry and examines the effects of brand loyalty towards radio station among the undergraduate students of Malaysia. It looked into what brand loyalty is in the marketing field and how it is applied in the radio broadcasting industry. It will examine several factors that influence the listener's brand loyalty towards their favourite radio station. This study was conducted using primary data research and secondary data research. Data from 312 respondents were used in the statistical analysis to determine the relationship between the factors that influence the consumer's brand loyalty towards their favourite radio station. This research would benefit other researchers, marketers, consumers and also the radio broadcasting industry as a whole. The results gathered from the surveys of 312 individual respondents concluded that the independent variables, which are engagements and brand awareness had a positive and significant influence on brand loyalty towards radio station. On the other hand, the remaining three independent variables had no significant and positive impact on brand loyalty towards radio station. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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