The Impact of Brand Awareness on Customer Loyalty towards Igloo Ice Cream: A Study on Dhaka University Students.
Authors: S.M. Shariful Haque, Tauhid Ahmed Bappy & Md. Arifuzzaman
Abstract
The importance of brand awareness to develop higher level of customer loyalty in the ice cream industry is multifaceted. Igloo, being the market leader, takes a wide range of brand building measures to make customers more aware but that does not necessarily lead them to capture the multifarious benefits of full customer loyalty. The purpose of the study, however, was to identify the impact of brand awareness on consumer loyalty towards Igloo Ice Cream. All the 100 respondents chosen for this study using stratified sampling technique were surveyed with 5 point Likert Scale. The data were analyzed using statistical tools such as factor analysis and multiple regression analysis. The study reduced the twelve brand awareness building variables such as brand name, logo, slogan, character, product variety, price, communication, product availability, events, sponsorship, promotional merchandise, trade show into three factors namely “Marketing Programs”, “Brand Exposure Builders” and “Brand Recognition Elements”. The findings also suggest that among these three factors “marketing programs” most significantly affect brand awareness. From regression analysis, it was found that brand awareness building variables and customer loyalty have high degree of positive association and the ability to recognize brand character, brand name, brand slogan, affordability with price, and participation in Igloo sponsored events most significantly influence customer loyalty. Recommendations were provided in the end which if followed by the management of Igloo will ensure higher customer loyalty.
Key words: brand building, Brand Awareness, Customer Loyalty, Igloo & Brand Recognition.
Title: The Impact of Brand Awareness on Customer Loyalty towards Igloo Ice Cream: A Study on Dhaka University Students.
Authors: Haque, M.S.S. , Bappy, T. A., & Arifuzzaman, M. (2018).
Journal Name: International Journal of Science and Business
Website: https://ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.5281/zenodo.1136274
Media: Online and Print
Volume: 2
Issue: 1
Acceptance Date: 25/12/2017
Date of Publication: 0 7/01/2018
PDF URL: https://ijsab.com/wp-content/uploads/211.pdf
Free download: Available
Page: 1-21
First Page: 1
Last Page: 21
Cite This Article:
Haque, M.S.S. , Bappy, T. A., & Arifuzzaman, M. (2018). The Impact of Brand Awareness on Customer Loyalty towards Igloo Ice Cream: A Study on Dhaka University Students. International Journal of Science and Business, 2(1), 1-21. doi: 10.5281/zenodo.1136274
Retrieved from https://ijsab.com/wp-content/uploads/211.pdf
About Authors:
S.M. Shariful Haque
(Corresponding Author) Lecturer, Army Institute of Business Administration (AIBA),
Savar Cantonment , Dhaka
Tauhid Ahmed Bappy, MBA
Department of Marketing, University of Dhaka
Md. Arifuzzaman
Internal Auditor (ID-05856), Eco-Social Development Organization (ESDO)
DOI: https://doi.org/10.5281/zenodo.1136274