Investigating the Contributors to Brand Loyalty with a Mediating Role of Satisfaction: Evidence from Pakistan

Tooba Irfan,Misha Siddiqui

doi:10.52633/jms.v3i2.72

Abstract

This study aims to test the empirical impact of the image of the brand, customer satisfaction and product & service quality on brand loyalty in territories of Pakistan. This study is applied research-based however there are many previous research studies related to the topic, but this research is different and unique as the data in this research is taken from the developing economy of Pakistan where there is a sharp dearth of these types of research investigations. The data was collected through secondary authentic sources. Moreover, the sample size of the study is 300. The data was analyzed through statistical softwares such as SPSS, AMOS and SMART PLS. The results indicate that there is a relationship linking brand awareness and brand loyalty with buying behaviour of the customer along with the mediation effect of sales promotion. The research is supported by descriptive analysis. This study is pervasive in nature as it enhances knowledge on the subject to help organizations, brand management and other related institutions.

Highlights

Brand every so often held functional component as well as emotional one
Researchers find the relation between brand trust, brand image and service quality on brand loyalty by adding mediation that is customer satisfaction
The study of this research we identify the relationship between mediation and dependent variable like calculate the effect of customer satisfaction from brand loyalty

Summary

Introduction

Brand every so often held functional component as well as emotional one. Mostly marketing strategies focus on value creation and relationship (Iglesias, Singh, & Batista-foguet, 2011). Well, Alam, and Nor (2011), described that the brand purchase occurrence is related to loyalty for brand, and state that those who have intention to purchase again from the same brand, they are the brand loyalists and they must have some emotional attachment or commitment for the brand from where they purchase again. Loyalty relies mostly on knowledge of marketing. Loyalty of brand is a broad subject of research. The loyalty concept comes from literature of the customer behavior (Chegini, 2011). From the last few decades, loyalty of brand in marketing literature is considered to be the most important and valuable factors to the marketers (Nawaz & Usman, 2011). Satisfied customers endure loyalty towards the brand, repurchase, show positivity toward their satisfactory brand and speak good words for the organization (Brown, Churchill, & Peter, 1992). This satisfaction creates a chain of WOM. The satisfactions of customers mostly specify the response of the customer to the condition of fulfillment and the redresses the customer opinions (Oliver, 1997)

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