Researchers

Kyle Iynne

Researcher 2

Rowell Doque

Researcher 3

Cindy Granil

Researcher 4

Kathyrein Castro

Reearcher 5

Mary Rose Salazar

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Statement of the Problem

The study aimed to know the Effect of Brand Image Towards Consumer Loyalty of Apple iPhone users among students of Tarlac State University.

1. What is the profile of the respondents in terms of:

1.1 sex;

1.2 age; and

1.3 frequency of purchase?

2.What are the factors that influence the consumer to purchase in terms of:

2.1 Brand Image

2.2 Brand Loyalty

2.3 Brand Credibility

2.4 Brand Experience

2.5 Consumer Satisfaction

3.What are the implication of the study to the consumers in Tarlac State University.

The study aimed to know the Effect of Brand Image on Consumer Loyalty towards Apple iPhone among students of Tarlac State University so that people will be aware about the effect of brand image that influence the participant to Apple iPhone products and also to provide significant data that would help them or adopt strategies which would help the participants to deal everyday life style and also for the students to gain the right amount of knowledge how their perception affect in purchasing Apple iPhone products in their school and community.

To the Academe. This study will serve as point of reference in order for them to see the importance of perception in when it comes in buying Apple iPhone products it will serve as their reference for future studies.

To the Business Owners. The findings of this study would be beneficial to the business owners especially to the individual concerned in improving their awareness as well as their knowledge about the consumers.

To the Consumers. Customers too will improving their awareness as well as their knowledge about purchasing Apple iPhone products.

The Community. We are committed to being a responsible and engaged member of our community. Our goal is to contribute to the social, economic, and environmental well-being of the Tarlac province and its residents.

To the Municipality. With this business, it will provide employment opportunities for unemployed people within the area

To the Students. This data will also amend available resource materials to those who are interested to chase further studies of the same nature.

To the Future Researchers. This would be a rich source of related study for them and can help them to explore the effect brand image towards consumer loyalty on future or potential customers to their purchase intention. This can enlighten them in their future studies.

Scope and limitation of the study

This study described the Effect of Brand image towards Consumer loyalty on purchasing Apple iPhone products at Tarlac State University, academic year 2023-2024.

The researchers will conduct survey through questionnaire to the respondents. The survey will be conducted at Tarlac State University at 10:00 AM in the morning. The researchers randomly select 50 respondents from Tarlac State University College of Business and Accountancy major in Marketing Management

Definition of Terms

Apple iPhone. Apple iPhone, series of smartphones produced by Apple Inc., combining mobile telephone, digital camera, music player, and personal computing technologies. David E. Borth (2024)

Academe. The campus activity, life, and interests of a college or university; the academic world.( 2010 by Houghton Mifflin Harcourt)

Brand Image. Brand Image Brand image is more than just a buzz word. It is what your customers think of you. And when fostered well, a positive brand image can boost your business. Ramotion (2023)

Definition of Terms

Brand loyalty. Brand loyalty the want of a customer to repurchase a product again and again,although competing brand are may also available.(Nagbihi & Sadeghi 2011)

Brand Credibility. Brand credibility refers to the extent to which an individual believes in the trustworthiness and expertise of a brand (Erdem and Swait, 2004)

Brand Experience. Brand experience describes the tangible and emotional experience consumers have while interacting with your brand. Dough Bonderud (2022)

Customer loyalty. Customer loyalty describes a customers’ willingness to return to a company in order to purchase its services or products. Gosia Szaniawka-Schiavo(2023)

Sex. Refers to a person’s biological characteristics. A person’s sex is usually described as being either male or female. Some people may have both male and female characteristics, or neither male nor female characteristics, or other sexual characteristics. (Australian bureau of statistics 2016 or ABS website 2016)

Students. A person formally engaged in learning, esp. One enrolled in a school or college; pupil a student at Yale (HarperCollins Publishers 2005)

Chapter 2

Review and Related Literature

Related literature

Kavitha M, (2017) The impact of the rapid growth of smartphone users has led to increasingly fierce competition in the smartphone industry in recent years and made all smartphone companies try to build and maintain loyalty. In this case, the company does not only require to be able to provide a variety of valuesor benefits inorder to makeconsumers choose a particularbrand of mobilephone, but thecompany must also continue tomake various effortsto build customer satisfaction to create loyalty toward their products.

Brand Image

Musay (2013) Defined Brand image is an image or impression of a brand that appears in the minds of consumers. When the brand image is positive, the brand becomes increasingly remembered by consumers and can influence consumer purchases For smartphone users, the experience can occur when consumers use a smartphone. It can generate interest for the next purchase because individuals can already know and gain experience with the brand. Consumer's image and experience of a brand can become trust in the brand that leads to loyalty.

Chapter 2

Review and Related Literature

Brand Loyalty

Liu (2012) Brand loyalty refers to a consumer’s intention to select a particular brand as their top choice. It reflects the level of emotional connection a consumer has with a specific brand. In the field of marketing, brand loyalty is a significant outcome that can be measured through either attitudes or commitment to their emotional or attitudinal connection to a brand.

Brand Credibility

Chin,Isla & Alodin (2020) Described that Brand credibility often defined as one of the psychological factors that could trigger consumer buying impulses. However, the output maybe negative or positive effect. Brand credibility also defined as a belief in information and about a product that is in a brand, which includes consumers perceive that the product has quality and is trusted. The more credible the company's brand, the higher the purchase intention. The brand credibility in this research speaks about consumers own perspective towards Apple iPhone brand.

Chapter 2

Review and Related Literature

Brand Experience

As per Huang (2017), brand experience is characterized as the internal response of a consumer, encompassing sensations, feelings, knowledge, and behavior, elicited by stimuli linked to the brand. These stimuli are integral components of the brand identity, including packaging design, communication, and the overall environment. Importantly, brand experience possesses the capacity to exert either a positive or negative influence on consumer behavior.

Consumer Satisfaction

As observed by Sheng-Win (2021) brand or consumer satisfaction influences consumer loyalty regarding repeat purchases. Furthermore, found a strong positive relationship between consumer satisfaction and loyalty. This research’s findings indicate that there is sufficient empirical data to imply that customer satisfaction significantly increases consumer loyalty and trust.

Local Studies

Chapter 2

Review and Related Literature

Brand Image

As stated by Zhang (2015) The dynamics of consumer buying behavior constitutes complexity and requires deep understanding. Branding had been an important consideration for responding to the complex consumer behavior in the market. In the world of market competition, Brand image of a product or service is an essential factor in affecting consumer buying behavior. Brand image is the key driver of brand equity, which refers to consumer’s general perception and feeling about a Brand and has an influence on consumer behavior.

Brand Loyalty

Herb (2011) Brand Loyalty plays the crucial role in the market and it is very important for all marketers to develop and maintain the customers who are loyalty, which is the heart of companies’ marketing plans, especially in the face of highly competitive markets marketing activities such as advertising, price, promotion are involved with brand creating which mean affect on brand loyalty directly. For the researchers they believe that Apple is international branded with the best quality control.

Local Studies

Chapter 2

Review and Related Literature

Brand Credibility

Erden (2007) Having the belief that the brand warrants its publicized qualities can build up a strengthened and ongoing confidence between the manufacturer and its customers. have insisted on the significance of brand credibility in consumers decision-making and choiceperceptions. Brand credibility refers to as risk-minimizationapproach for customersas they commendthe brand qualifications and regardingthe products worth theyhave convincing psychological motivation

Brand Experience

Erden (2007) Having the belief that the brand warrants its publicized qualities can build up a strengthened and ongoing confidence between the manufacturer and its customers. have insisted on the significance of brand credibility in consumers decision-making and choiceperceptions. Brand credibility refers to as risk-minimizationapproach for customersas they commendthe brand qualifications and regardingthe products worth theyhave convincing psychological motivation

Local Studies

Chapter 2

Review and Related Literature

Brand Credibility

Erden (2007) Having the belief that the brand warrants its publicized qualities can build up a strengthened and ongoing confidence between the manufacturer and its customers. have insisted on the significance of brand credibility in consumers decision-making and choiceperceptions. Brand credibility refers to as risk-minimizationapproach for customersas they commendthe brand qualifications and regardingthe products worth theyhave convincing psychological motivation

Based on the data of Statista Research Development (2023) The smartphone penetration in the Philippines was forecast to continuously increase between 2024 and 2028 by in total 5.8 percentage points. After the ninth consecutive increasing year, the penetration is estimated to reach 47.14 percent and therefore a new peak in 2028. Notably, the smartphone penetration of was continuously increasing over the past years. The penetration rate refers to the share of the total population. The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide.

The study sought to determine the Effect of Brand Image towards Consumer Loyalty. These items where grouped according to components, presented the most and least by demographic as agreed by the select learners of this study.

The variables of this framework would come up to will define the input, process and output of this study. The inputs of this marketing research are the brand image of many phone retail shops, consumer buying behavior and profile of the respondents.

Finally, this study also presented the implication of its findings.

Figure 1 illustrate the conceptual framework of the study