A Antecedents of Brand Loyalty in Beverage Industry of Pakistan, ModeratingRole of Brand Image
Keywords:
The aim of the current study was to examine a few antecedents of brand loyalty, such as brand awareness, perceived quality, especially focusing on the moderating role of brand image. The data were collected using survey method and statistical techniques such as correlation and regression were used for analysis and interpretation of the said data. The results indicated a positive relationship between perceived quality and brand loyalty but a negative relationship between brand awareness and brand loyalty. Additionally, no moderation has been found between brand awareness, perceived quality and brand loyalty due to brand image. Furthermore, perceived quality is found to be a determinant of brand loyalty. Overall, these results demonstrated that the influence on brand loyalty varies across various variables of study. Results from this study contribute to the marketing and brand managers seeking to improve their understanding of the ever growing brand loyalty topic.Abstract
The aim of the current study was to examine several antecedents of brand loyalty, including brand awareness and perceived quality, with a particular focus on the moderating role of brand image. Data were collected using the survey method, and statistical techniques such as correlation and regression were employed for analysis and interpretation. The results indicated a positive relationship between perceived quality and brand loyalty, but a negative relationship between brand awareness and brand loyalty. Additionally, no moderating effect of brand image was found between brand awareness, perceived quality, and brand loyalty. Furthermore, perceived quality was identified as a key determinant of brand loyalty. Overall, the findings demonstrate that the influence on brand loyalty varies across the different variables studied. These results provide valuable insights for marketing and brand managers seeking to enhance their understanding of the evolving concept of brand loyalty.
