ACQUIRING LOYALTY OF CUSTOMER AS MARKETING STRENGTH: INTERRELATIONSHIPS OF BRAND REPUTATION, BRAND EQUITY AND BRAND LOYALTY IN THE TEXTILE SECTOR OF PAKISTAN


Saad Ghafoor, Nauman Aslam, Bina Nazir, Farhan Bashir

Abstract


Brand loyalty refers to the psychological situation of customers to repeatedly purchase the same product or service from a certain vendor. It is viewed as one of the most desirable marketing outcomes and business strengths. Positivism research paradigm and deductive research approach has been used for this study. Data has been collected through multi stage sampling technique from 200 employees in the textile sector of Lahore, Pakistan. This study aimed to find the relationships between brand reputation, brand effect and brand loyalty in the textile sector of Lahore, Pakistan. The findings of this study are brand reputation and brand effect positively and significantly related with the brand loyalty. This study also found that brand reputation is positively and significantly related with the brand effect.


Keywords


Brand Loyalty, Brand Effect, Brand Reputation, Textile sector

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About this article

Title

ACQUIRING LOYALTY OF CUSTOMER AS MARKETING STRENGTH: INTERRELATIONSHIPS OF BRAND REPUTATION, BRAND EQUITY AND BRAND LOYALTY IN THE TEXTILE SECTOR OF PAKISTAN

Keywords

Brand Loyalty, Brand Effect, Brand Reputation, Textile sector

DOI

10.5455/IJOMR.2016254422

Date

2016-12-01

Additional Links

Manuscript Submission

Journal

International Journal of Online Marketing Research
Vol 2, Issue 2, 2016 Page: 19-24

Online ISSN

2469-4029

Statistics

172 Views | 101 Downloads

Authors & Affiliations

Saad Ghafoor
Institute of Administrative sciences, University of the Punjab, Lahore, Pakistan
Pakistan

Nauman Aslam
Institute of Administrative sciences, University of the Punjab, Lahore, Pakistan Lecturer, Superior University, Lahore, Pakistan
Pakistan

Bina Nazir
National College of Business Administration and Economics, Lahore, Pakistan
Pakistan

Farhan Bashir
University of Central Punjab, Lahore, Pakistan
Pakistan


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Copyright (c) 2017 Saad Ghafoor, Nauman Aslam, Bina Nazir, Farhan Bashir

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