Factors Influencing Brand Loyalty in Durable Goods Market

Abstract

Industrial sector plays radical role in the economic development around the world. However, in Jordan, this vital sector faces some problems. They are not able to compete with foreign brands, and not paying more attention to brand loyalty. Brand loyalty is still a researchable area. Brand loyalty has become a vital strategy and has greatly contributed to brands success. Brand loyalty is affected by many variables. This study aims at identifying the impact of brand awareness, image and perceived quality in building loyalty towards the durable goods brand in Jordan since there is a debate in the literature about the significant relationship between these constructs on brand loyalty. Therefore, two-hundred valid surveys were obtained from the customers in Jordan. Data were analyzed using PLS-SEM technique. This study found direct significant relationships among the tested constructs. Finally, it introduces a number of recommendations and set of directions for future research.