Abstract
In this research, we investigated the impact of brand recognition and benefits on the quality of consumer relationships, specifically focusing on consumers of Habib Gulzar's food products. The study was conducted using a sample size of approximately 384 people, determined through Cochran's formula for unknown population size. Data were collected through a standard questionnaire utilizing a stratified random sampling method. The validity of variables and resulting indicators were assessed using confirmatory factor analysis, and the research hypotheses were tested using a structural equation model. The findings indicated that brand recognition and benefits had a positive and direct influence on customer satisfaction, trust, and commitment. However, the effect of customer satisfaction, trust, and commitment on customer loyalty was found to be inconclusive.
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