Designing a Relationship Model between Brand Dimensions, Product Features, Purchase Decision and Brand Loyalty of Mobile Phone Companies in Iraq

Abstract

The present study aims to identify the components of the influential brand dimension model in mobile phone companies, combining research and a case study. It can motivate the delivery of the best other services in the country's high-end communication field.

The research method used mixed exploratory designs in two parts respectively, qualitative and quantitative methods. In the qualitative sector, the data strategy of the foundation was used through unstructured and semi-structured interviews with managers and mobile telecommunications professionals who were purposefully selected. In a small part of the research community, all users of telecommunications networks were mobile phone companies. The number of sample volumes of the statistical community was based on the Cochran formula equal to 384 people from Karbala province. Data analysis of all data was done using SPSS 23 and smart PLS 3 statistical software.

The results of this study show that by doing open, axial, and selective coding, 111 sub-categories, 27 concepts, and finally, six floors were organized. The effective brand dimension model was well-suited to mobile companies.

The results show that all research hypotheses have been confirmed, and brand promotion, brand factors, product marketing strategy, buying decision factors, brand loyalty, and environmental factors significantly impact the adequate brand dimensions in mobile companies.