Brand loyalty in smartphone users in Bulgaria

Abstract

Brand loyalty is primary concept of both scholars and practitioners in the contemporary marketing science and global competitive economy. Since decades keeping the brand loyalty at a high level is a primary target aiming to give positive financial result. Brand loyalty has been subject to multiple books, academic researches, scientific reports, academic articles, journal publications and case studies all over the world. Without doubt brand loyalty is influenced by various factors. In the course of the current dissertation and after thorough academic literature review, five cornerstone factors are selected for detailed investigation. The nominated ones are the following: customer satisfaction, perceived brand quality, customer brand experience, brand image and switching costs. After conducting a survey and processing the data, deep analysis showed that not all of the key factors have influence over the brand loyalty.