2022
DOI: 10.32535/ijthap.v5i2.1586
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Nestle, A Staple Brand in Everyone's Life: A Case Study on Brand Loyalty

Abstract: Nestle is one of the leading food companies in the world. We aim to investigate how product quality, brand name, advertisement, and product price influence customer loyalty. We tested our hypotheses by examining 100 Malaysian consumers. We found that product quality and advertisement are positively related to customer loyalty. We also identify that advertisement is the most significant factor influencing customer loyalty. Given that advertisement is the most significant factor influencing customer loyalty, we … Show more

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Cited by 2 publications
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“…A unique Gen Z character is illustrated as taking in knowledge quickly and losing interest just as quickly (Williams, 2015). This character will likely affect the review information processing, so Gen Z consumers do not care about reviews and ratings from other (Sia et al, 2022).…”
Section: Discussionmentioning
confidence: 99%
“…A unique Gen Z character is illustrated as taking in knowledge quickly and losing interest just as quickly (Williams, 2015). This character will likely affect the review information processing, so Gen Z consumers do not care about reviews and ratings from other (Sia et al, 2022).…”
Section: Discussionmentioning
confidence: 99%
“…Product quality plays a crucial role in influencing customer loyalty. Several studies have consistently demonstrated the significant impact of product quality on customer loyalty through customer satisfaction (Millenia & Sukma, 2022) (Sia et al, 2022), the higher the quality of the product, the more likely it is to lead to increased customer satisfaction, which in turn fosters customer loyalty (Wijaya & Bernardo, 2022). Additionally, it has been found that product quality has a direct positive relationship with customer loyalty (Hongdiyanto & Liemena, 2021).…”
Section: Product Quality and Customer Loyaltymentioning
confidence: 98%