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Brand Loyalty is one of the most significant tools for any
organization to survive in a severe competition. Brand helps
in creating relationship between consumer and producer. In
this cross sectional research we have investigated the effect
of service quality, perceived quality, perceived value, brand
trust and customer satisfaction on brand loyalty. The service
quality, perceived quality and value were determined to be
input variables; brand trust and customer satisfaction were
determined to be intervening variables; and brand loyalty
was determined to be the output variable. Conceptual model
was designed to explain the factors on brand loyalty. Data
were collected from 150 respondents who were users of
certain international brand. Our study results provide a
better understanding about brand loyalty among customers
of a certain brand.
Keywords: Brand loyalty, brand trust, customer satisfaction
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Brand is an important subject which creates positive image in eyes of
customers to make itself different from the competitors(kotler,2004).Today in the
age of globalization internet is now spreading in the world quickly as compared
in the past due to this the competition among the products are more severe to
survive. This makes brand more important and uplift at high level. In the world
of marketing and other businesses brand is growing up as an issue and become
more important at international level. In the intensive competition to make the
customers loyal to brand marketing strategies help to create positive image. An
organization can determine its success by the degree of their brand rather than to
build a new plant or technical innovation. Loyal customers even at toughest times
purchase the product offering at high rate.
In the process of product choice by the customers brand plays an important
Journal of Business Strategies, Vol.9, No.1, 2015, pp 63–82
62
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*Assistant Professor, Institute of Business & Technology, Karachi
**Lecturer, Institute of Business & Technology, Karachi
***Assistant Professor, Institute of Business & Technology, Karachi