Relationship of Brand Credibility with Brand Loyalty

Abstract

Globalization has turned the world into a small village, giving access to everyone for everything. World is now becoming brand less as organizations are facing the problem of brand loyalty throughout the world. Pakistan being a developing country who is also facing the same problem. This research aims to address the issue of brand loyalty while identifying its potential predictor. Along with the relationship attitude towards brand and brand loyalty. Attitude towards brand plays its role as an independent variable and brand loyalty consider as dependent variable. Simple random sampling technique is used for gathering the data from 220 respondents of Samsung Pakistan from Lahore. Reliable and valid scales have been used for measuring the attitude towards and brand loyalty. Results indicate that brand credibility has significant impact on brand loyalty. For generalizing the result, current research can also be extended to customers of other users of products like FMCGs, luxury items and even for industrial products in which effect of brand credibility and attitude towards brand may be even more prominent in enhancing the level of brand loyalty. This research explains how attitude towards Samsung mobiles shape the brand loyalty and marketers can boost the level of brand loyalty by incorporating the better policies about attitude toward brand. For the practical point of view this research describes that attitude towards brand is important in shaping thebrand loyalty.