The Impact of Perceived Quality and perceived value by customers in Enhancing Brand Loyalty.

Abstract

This research aims to enable marketers to recognize the impact of

perceived quality and perceived value by customers in enhancing brand

loyalty.When consumers perceive a brand to be of a high quality and value,

it can be an important advantage over the competition.Perceived quality

and value have a direct influence on the purchase decision and the brand

loyalty.We will highlight in this research, the concept of perceived quality,

how perceived quality generates value, the concept of perceived value, value

chain, the concept of brand loyalty, brand loyalty styles, the importance

of brand loyalty, and measuring the impact of perceived quality and value

in enhancing brand loyalty.To achieve the objective of this research, the

researcher distributed (384) questionnaires to various Faculties of Damascus

University and (300) completed questionnaires were received giving a return

rate of (78%) .The research reached many and the most important of these

results are:

1. Females are considered to be more loyal to brand than males according

to students of Damascus University

2. The brand loyalty is affected by the perceived quality.

3. The brand loyalty is affected by the perceived value.

4. The perceived value was more effective on brand loyalty than the perceived

quality.