Antecedents of Brand Loyalty in Beverage Industry of Pakistan, Moderating Role of Brand Image

Abstract

The aim of the current study was to examine a few antecedents of brand loyalty, such as brand awareness, perceived quality, especially focusing on the moderating role of brand image. The data were collected using survey method and statistical techniques such as correlation and regression were used for analysis and interpretation of the said data. The results indicated a positive relationship between perceived quality and brand loyalty but a negative relationship between brand awareness and brand loyalty. Additionally, no moderation has been found between brand awareness, perceived quality and brand loyalty due to brand image. Furthermore, perceived quality is found to be a determinant of brand loyalty. Overall, these results demonstrated that the influence on brand loyalty varies across various variables of study. Results from this study contribute to the marketing and brand managers seeking to improve their understanding of the ever growing brand loyalty topic