Connecting Perceived Brand Quality to Loyalty: The Satisfaction Acts as Mediator of Smartphone Brand

The study explores the factors influencing perceived brand quality in emerging markets, specifically focusing on smartphone consumers in Siem Reap, Cambodia. The objective is to identify the key elements contributing to perceived brand quality and their impact on brand trust, satisfaction, and loyalty, as well as the effects of brand trust on brand satisfaction and loyalty. Additionally, the study aims to examine the mediator of the relationship between perceived brand quality and loyalty among smartphone users. A sample size of 380 was initially collected from 1350 students through a purpose-designed survey, with 366 participants agreeing to participate in the study. Data analysis was conducted using SPSS v.26 to compute mean, standard deviation, factor loading, reliability, and convergent validity. At the same time, Amos v.21 was utilized to analyze the Conform Factor Analysis and Structural Equation Modeling. The results suggest that perceived brand quality positively impacts brand trust and satisfaction but not brand loyalty. The study also confirms that brand trust positively influences brand satisfaction and loyalty and that brand satisfaction similarly affects loyalty. Furthermore, the research highlights the mediating role of brand satisfaction between perceived brand quality and loyalty. Overall, the study underscores the importance of brand quality in cultivating strong customer loyalty, particularly in the competitive smartphone market.