Unveiling brand loyalty in emerging markets : analyzing smartphone user preferences: Robustness of structural equation modeling (SEM) and simultaneous equation modeling (SEMs)

This study aims to examine the determinants of brand loyalty in emerging markets, focusing on smartphone consumers in Bangladesh. The study focuses on identifying the key elements that contribute to brand loyalty and the extent of their impact on customers' commitment to their preferred smartphone manufacturers. A theoretical framework will be employed to establish the relationship between the independent and dependent variables. Data for the study was collected from 390 participants through a Google form explicitly designed for this purpose. In this study Simultaneous Regression Analysis has been used to synchronize the findings of the Structural Equation Models (SEM) and also is used to emphasize the robustness of the study. The data analysis used PSS to calculate the mean and standard deviation. Structural Equation Modeling (SEM), reliability, and convergent validity were accomplished using Amos. The findings indicate that consumer attitudes, service quality, public self-consciousness, and behavioural brand experience all significantly influence brand loyalty. Furthermore, brand trust plays a crucial and favourable mediating role between consumer perceptions, brand loyalty, and service excellence. The model suggested in this study has a big effect, and Bangladesh policymakers should consider this model when planning new factors affecting brand loyalty. The results of this research can be valuable for Bangladeshi smartphone companies as they gain insights into the factors affecting brand loyalty among consumers. The study discusses the limitations of its generalizability and provides practical implications for businesses and their market offerings.