Exploring the Impact of Brand Image on Consumer Loyalty
The main objective of this study is to investigate the impact of brand image on consumer loyalty towards users of computer products in the Kurdistan region universities. To achieve the objective of the study, a quantitative method based on purposive sampling was conducted. A total of 312 online sur...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | Arabic |
| Published: |
University of Kufa, Faculty of Administration and Economics
2025-06-01
|
| Series: | مجلة الغري للعلوم الاقتصادية والادارية |
| Subjects: | |
| Online Access: | https://journal.uokufa.edu.iq/index.php/ghjec/article/view/18143 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849470238151671808 |
|---|---|
| author | Sabir Sadiq Abdulkhaliq Murad Muzafer Hamze |
| author_facet | Sabir Sadiq Abdulkhaliq Murad Muzafer Hamze |
| author_sort | Sabir Sadiq Abdulkhaliq |
| collection | DOAJ |
| description |
The main objective of this study is to investigate the impact of brand image on consumer loyalty towards users of computer products in the Kurdistan region universities. To achieve the objective of the study, a quantitative method based on purposive sampling was conducted. A total of 312 online surveys were collected from students and university members who use different computer products in universities in the four provinces of Erbil, Dohuk, Sulaymaniyah, and Halabja in the Kurdistan Region of Iraq. Structural Equation Modeling (SEM) with the help of the Partial Least Squares (PLS) method and the PLS software was used to test the hypotheses and validate the model. The result of the study revealed that brand image has a significant impact on consumer loyalty. The results also show that while brand associations, may not always significantly predict consumer loyalty, other dimensions such as brand personality, brand emotions, and brand experience have a profound positive impact on the findings of this study.
|
| format | Article |
| id | doaj-art-8cdb1f5d5db64bf4b5699bd62035f63a |
| institution | Kabale University |
| issn | 3006-1911 3006-192X |
| language | Arabic |
| publishDate | 2025-06-01 |
| publisher | University of Kufa, Faculty of Administration and Economics |
| record_format | Article |
| series | مجلة الغري للعلوم الاقتصادية والادارية |
| spelling | doaj-art-8cdb1f5d5db64bf4b5699bd62035f63a2025-08-20T03:25:12ZaraUniversity of Kufa, Faculty of Administration and Economicsمجلة الغري للعلوم الاقتصادية والادارية3006-19113006-192X2025-06-0121210.36325/ghjec.v21i2.18143.Exploring the Impact of Brand Image on Consumer LoyaltySabir Sadiq Abdulkhaliq0Murad Muzafer Hamze1Soran University, Faculty of Law, Political Science and Management Soran University, Faculty of Law, Political Science and Management The main objective of this study is to investigate the impact of brand image on consumer loyalty towards users of computer products in the Kurdistan region universities. To achieve the objective of the study, a quantitative method based on purposive sampling was conducted. A total of 312 online surveys were collected from students and university members who use different computer products in universities in the four provinces of Erbil, Dohuk, Sulaymaniyah, and Halabja in the Kurdistan Region of Iraq. Structural Equation Modeling (SEM) with the help of the Partial Least Squares (PLS) method and the PLS software was used to test the hypotheses and validate the model. The result of the study revealed that brand image has a significant impact on consumer loyalty. The results also show that while brand associations, may not always significantly predict consumer loyalty, other dimensions such as brand personality, brand emotions, and brand experience have a profound positive impact on the findings of this study. https://journal.uokufa.edu.iq/index.php/ghjec/article/view/18143Brand ImageConsumer LoyaltyComputer Product UsersKurdistan Region of Iraq |
| spellingShingle | Sabir Sadiq Abdulkhaliq Murad Muzafer Hamze Exploring the Impact of Brand Image on Consumer Loyalty مجلة الغري للعلوم الاقتصادية والادارية Brand Image Consumer Loyalty Computer Product Users Kurdistan Region of Iraq |
| title | Exploring the Impact of Brand Image on Consumer Loyalty |
| title_full | Exploring the Impact of Brand Image on Consumer Loyalty |
| title_fullStr | Exploring the Impact of Brand Image on Consumer Loyalty |
| title_full_unstemmed | Exploring the Impact of Brand Image on Consumer Loyalty |
| title_short | Exploring the Impact of Brand Image on Consumer Loyalty |
| title_sort | exploring the impact of brand image on consumer loyalty |
| topic | Brand Image Consumer Loyalty Computer Product Users Kurdistan Region of Iraq |
| url | https://journal.uokufa.edu.iq/index.php/ghjec/article/view/18143 |
| work_keys_str_mv | AT sabirsadiqabdulkhaliq exploringtheimpactofbrandimageonconsumerloyalty AT muradmuzaferhamze exploringtheimpactofbrandimageonconsumerloyalty |