Buchhaltung und Marketing

Forerunners and outcomes of brand loyalty: A study of young consumers in Pakistan

Abstract

Aleem Raza*, Sumbal Butt and Muhammad Asif

The objective of this study was to propose and empirically examine a consolidative conceptual model which tests the effect of perceived quality, brand awareness, perceived value and brand uniqueness on brand loyalty and the effect of brand loyalty on positive WOM. The study adopted a quantitative methodology involving data collection through structured questionnaire from 410 young consumers of national brands by adopting convenience sampling technique. Structured Equation Modelling was used to analyse the data through AMOS 24. The empirical results support the predictions of this study. The findings revealed that perceived quality, brand awareness, perceived value and brand uniqueness have positive relationship with brand loyalty. Moreover, brand loyalty was positively related to the positive WOM. The current study makes its significant contribution to the field of brand management by investigating effect of four dimensions of brand equity on brand loyalty. In addition, the study provides new insights to literature and practice by investigating the effect of brand loyalty on positive WOM. The findings of this study will help brand managers and marketers to identify the appropriate and effective strategies to establish and improve the consumer brand loyalty.