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UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Truong Hong Ky KEY FACTORS INFLUENCE BRAND TRUST AND BRAND LOYALTY A STUDY ON SMARTPHONE CONSUMERS MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 TIEU LUAN MOI download : skknchat@gmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Truong Hong Ky KEY FACTORS INFLUENCE BRAND TRUST AND BRAND LOYALTY A STUDY ON SMARTPHONE CONSUMERS ID: 22110033 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr Tran Ha Minh Quan Ho Chi Minh City – Year 2014 TIEU LUAN MOI download : skknchat@gmail.com Acknowledgement I would like to express my sincere gratitude to my supervisor, Dr Tran Ha Minh Quan for the valuable supervision, the support and encouragement he gave me I would like to express my gratitude to my ISB class friends for thesis support and direction Your encouragement, friendly guidance and critical comments have greatly contributed to this thesis Finally, I would like to thank all of the respondents without whom, this research would have been difficult to make Truong Hong Ky July, 2014 TIEU LUAN MOI download : skknchat@gmail.com Abstract In each industry, there is a competition between companies to win customers’ trust and make them become loyal Customers, after getting the satisfaction of the product/service they consume, come to ask for value, belief, social status and life style orientation that company/brand makes When customers become more loyal to the brand? The most important reason is that product or service meets their expectation and demand More than that, brand has to come with distinctive message and build a social status that customers need to fulfill their selfdefining This study is conducted to find out the key factors affect brand loyalty and brand trust This context of this research is technology equipment smartphone The factors found have explaind how customers maintain loyalty with smartphone product The results indicate all dependent factors : (1) Brand Identity (BI), (2) Brand Identification (BID), (3) Customer Satisfaction (CS) have significant impact on dependent variavles (4) Brand Trust (BT) and (5) Brand Loyalty (BL) Brand Trust also has strong impact on Brand Loyalty The last part of this study gives some recommendation to brand executives and marketing practitioners to gain trust and win loyalty of customers TIEU LUAN MOI download : skknchat@gmail.com Tables Of Content Research Formulation 1.1 Background 1.2 Research Problem 1.3 Research Objective 1.4 Research Scope 1.5 Significance 1.6 Structure Of Thesis Literature Review 2.1 Brand and Brand Loyalty 2.2 Brand Trust 2.3 Customer Satisfaction 2.4 Brand Identity and Brand Identification 2.4.1 Kapferer’s Brand Identity vs Brand Image 2.4.2 Brand Identity in other research journal 10 2.4.3 Brand Identification 11 2.5 Research Model and Hypothesis Research Method 12 17 3.1 Research Process 17 3.2 Measurement Scale 20 3.3 Data Analysis Method 21 3.3.1 Source of Data Summary 21 3.3.2 Sampling 22 3.3.3 Data Analysis Method 22 Research Result And Discussion 24 4.1 Descriptions of Sample 24 4.2 Measurement Scale Assessment 28 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers 4.3 Exploratory Factor Analysis 30 4.3.1 EFA Analysis results for measurement scales of independent factors (Brand Identity, Brand Identification, Customer Satisfaction) 31 4.3.2 EFA Analysis results for measurement scales of dependent factor (Brand Trust, Brand Loyalty) 4.4 Multi-Linear Regression Analysis for hypothesis testing 33 34 4.4.1 Checking Regression Assumptions 35 4.4.2 Hypothesis Testing 38 4.4.2.1 Testing hypothesis on the impact of independent factors on Brand Trust 39 4.4.2.2 Testing hypothesis on the impact of independent factors on Brand Loyalty 4.5 Discussion 40 42 4.5.1 Regression analysis result 42 4.5.2 Brand Identity Finding 42 4.5.3 Brand Identitfication Finding 43 4.5.4 Customer Satisfaction Finding 43 4.5.5 Brand Trust Finding 43 4.6 Summary 44 Conclusions and Implications 45 5.1 Research Overview 45 5.2 Key finding 45 5.3 Managerial Implication 46 5.4 Contribution of the study 47 5.4.1 Contribution of theory 47 5.4.2 Contribution to practical 47 5.5 Limitation Reference 47 49 Appendix TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers LIST OF TABLE Table 1: List of Hypothesis 15 Table 2: Summary of the concept studied 16 Table 3: Descriptive Statistics of Sample 21 Table 4: Description Table 26 Table 5: Reliability Analysis Results 28 Table 6.1: Correlation Matrix 31 Table 6.2: EFA Analysis for independent variables after running 31 Table 6.3: Total Variance Explained for independent factors 32 Table 6.4: Rotated Component Matrix for independent variables 32 Table 7.1: EFA Analysis for dependent variables after running 33 Table 7.2: Total Variance Explained for dependent factors 33 Table 7.3: Rotated Component Matrix for dependent variables 34 Table 8: Collinearity Statistics for two dependent variables 35 Table 9.1: Multiple Regression result with dependent Brand Trust 39 Table 9.2: Research Result of what positively influence Brand Trust 40 Table 9.3: Multiple Regression result with dependent Brand Loyalty 40 Table 9.4: Research Result of what positively influence Brand Trust 42 LIST OF FIGURE Figure 1: Proposed Research Model 16 Figure 2: Research Process 19 Figure 3.1: Gender 24 Figure 3.2: Age 25 Figure 3.3: Degree 25 Figure 3.4: Job Position 25 Figure 3.5: Income 26 Figure 3.6: Brand Used 26 Figure 4.1: Normality of the residuals 37 Figure 4.2: Histogram 38 Figure : Research Regression Result 44 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers 769 6.988 78.654 554 5.041 83.695 483 4.389 88.084 422 3.838 91.922 293 2.666 94.588 260 2.366 96.954 10 204 1.853 98.807 11 131 1.193 100.000 Extraction Method: Principal Component Analysis Component Matrix(a) Component CS2 766 -.402 BI3 762 437 CS3 730 -.427 CS1 727 -.404 BI2 704 BID4 671 513 BID3 661 494 BID1 653 BI4 653 BID2 551 432 BID5 473 555 -.414 499 501 Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrix(a) Component BID4 816 BID3 791 BID5 720 BID2 685 BID1 661 CS2 899 CS1 893 CS3 825 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers BI3 838 BI2 834 BI4 815 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Component Transformation Matrix Component 599 582 549 792 -.533 -.299 -.119 -.614 780 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization Factor Analysis for dependent factors KMO and Bartlett's Test 859 Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity 803.357 21 df 000 Sig Communalities Initial Extraction BT1 1.000 781 BT2 1.000 814 BT3 1.000 798 BL1 1.000 751 BL2 1.000 648 BL3 1.000 656 BL4 1.000 694 Extraction Method: Principal Component Analysis Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative Total % % of Variance Rotation Sums of Squared Loadings Cumulative Total % % of Variance Cumulative % TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers 4.138 59.111 59.111 4.138 59.111 59.111 2.677 38.238 38.238 1.004 14.349 73.460 1.004 14.349 73.460 2.465 35.221 73.460 579 8.268 81.728 438 6.252 87.980 309 4.417 92.397 284 4.056 96.453 248 3.547 100.000 Extraction Method: Principal Component Analysis Component Matrix(a) Component BT2 812 BL1 809 BT3 776 -.443 BT1 766 -.440 BL2 763 BL3 737 BL4 713 430 Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrix(a) Component BL4 815 BL1 803 BL3 768 BL2 732 BT3 853 BT1 845 BT2 842 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Component Transformation Matrix Component 1 731 683 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers 683 -.731 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization Regression for dependent factor Brand Trust Variables Entered/Removed(b) Model Variables Entered Variables Removed Method CS, BID, BI(a) Enter a All requested variables entered b Dependent Variable: BT Model Summary(b) Model R R Square Adjusted R Square Std Error of the Estimate 620(a) 385 376 61792 a Predictors: (Constant), CS, BID, BI b Dependent Variable: BT ANOVA(b) Model Sum of Squares df Mean Square Regression 50.884 Residual 81.329 213 F Sig 16.961 44.422 000(a) 382 132.213 216 Total a Predictors: (Constant), CS, BID, BI b Dependent Variable: BT Coefficients(a) Unstandardized Coefficients Standardized Coefficients Model B Beta Sig Collinearity Statistics Tolerance VIF 1.201 233 5.163 000 BI 199 056 236 3.557 000 655 1.527 BID 141 059 145 2.384 018 777 1.288 CS 341 059 375 5.757 000 681 1.468 (Constant) Std Error t a Dependent Variable: BT Collinearity Diagnostics(a) Model Dimension Eigenvalue Condition Index Variance Proportions TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (Constant) BI BID CS 1 3.919 1.000 00 00 00 00 033 10.886 00 24 83 12 027 11.961 56 53 12 06 021 13.765 44 23 04 82 a Dependent Variable: BT Residuals Statistics(a) Minimum Maximum Mean Std Deviation 1.9099 4.5203 3.7988 48536 217 -1.88896 1.56422 00000 61362 217 Predicted Value Residual N Std Predicted Value -3.892 1.487 000 1.000 217 Std Residual -3.057 2.531 000 993 217 a Dependent Variable: BT Charts TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers Regression for dependent factor Brand Loyalty Variables Entered/Removed(b) Model Variables Entered Variables Removed Method BT, BID, BI, CS(a) Enter a All requested variables entered b Dependent Variable: BL Model Summary(b) Model R R Square Adjusted R Square Std Error of the Estimate 747(a) 557 549 63230 a Predictors: (Constant), BT, BID, BI, CS b Dependent Variable: BL ANOVA(b) Model Sum of Squares df Mean Square Regression Residual Total 106.702 84.757 212 F Sig 26.675 66.722 000(a) 400 191.459 216 a Predictors: (Constant), BT, BID, BI, CS b Dependent Variable: BL TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers Coefficients(a) Unstandardized Coefficients Standardized Coefficients Model B Beta Sig Collinearity Statistics Tolerance VIF -.588 252 -2.329 021 BI 144 059 142 2.450 015 618 1.618 BID 241 061 207 3.938 000 756 1.322 CS 360 065 328 5.519 000 589 1.697 BT 328 070 272 4.674 000 615 1.626 (Constant) Std Error t a Dependent Variable: BL Collinearity Diagnostics(a) Model Dimension Eigenvalue Condition Index Variance Proportions (Constant) BI BID CS BT 4.898 1.000 00 00 00 00 00 034 11.990 00 08 90 08 05 028 13.131 32 71 03 01 06 021 15.279 61 20 06 40 09 018 16.317 07 00 00 51 81 a Dependent Variable: BL Residuals Statistics(a) Minimum Maximum Mean Std Deviation 5330 4.6795 3.4562 70284 217 -1.63545 2.23065 00000 62641 217 Predicted Value Residual N Std Predicted Value -4.159 1.740 000 1.000 217 Std Residual -2.587 3.528 000 991 217 a Dependent Variable: BL Charts TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers (LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers(LUAN.van.THAC.si).key.factors.influence.brand.trust.and.brand.loyalty a.study.on.smartphone.consumers