The Impact of Product Quality and Brand Ambassadors on Repurchase Intentions A Survey Study of the Opinions of a Sample of Samsung Customers in Iraq

Razak Hussain Ashour, Rehab; Abdul AL Ameer Hassouni, Atheer

doi:10.33916/qjae.2025.045263

	The Impact of Product Quality and Brand Ambassadors on Repurchase Intentions A Survey Study of the Opinions of a Sample of Samsung Customers in Iraq
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 26, Issue 4, February 2026, Pages 52-63 PDF (1.46 M)
DOI: 10.33916/qjae.2025.045263
Authors
Rehab Razak Hussain Ashour^* ; Atheer Abdul AL Ameer Hassouni
University of Al-Qadisiyah
Abstract
The current study seeks to determine the level of direct influence of product quality in its dimensions (performance, characteristics, reliability, conformity, durability, serviceability, product aesthetics, perceived quality) and brand ambassadors in its dimensions (appearance, ambassador credibility, attractiveness, strength) and the level of influence on repurchase intentions (unidimensional) through a sample of Samsung customers in Iraq. In order to achieve the study objectives, the researcher resorted to using the descriptive analytical approach, as the questionnaire form was used as a main tool for collecting data, and it was prepared according to the five-point Likert scale, as the questionnaire consisted of two sections, the first section included general information represented by the personal data of the study sample, and the second section dealt with the paragraphs related to the study variables, as the study community represented by students of the Department of Business Administration in the College of Administration and Economics / University of Babylon as customers of the Samsung brand in Iraq, as the study community amounted to (353) students. The sample size was determined based on the study of (Krejcie & Morgan), which is one of the most widely used formulas in postgraduate research (Krejcie &Morgan, 1970: 607). The researcher distributed (190) questionnaires to the sample members by publishing them electronically on social networking sites that include student groups (WhatsApp - Telegram). (163) questionnaires were retrieved, and all of them were valid for analysis. The rest were neglected due to incomplete answers to the questions. For the purpose of data analysis, statistical analysis programs were used, namely (Microsoft Excel), (SPSS V.26), (Amos. V.23). The study came out with a set of conclusions, the most prominent of which is the existence of a significant direct correlation between product quality and the variable of repurchase intentions, and the existence of a significant direct correlation between brand ambassadors and the variable of repurchase intentions.
Keywords
Product quality; brand ambassadors; repurchase intentions

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