Abstract
: This paper examines how satisfaction, brand image, price, packaging
and perceived quality influence brand loyalty. A self-administered questionnaire through
mall intercept method was used for survey purpose. Valid sample size was 300 comprising all adults and both genders. The constructs used in this study had established
reliabilities. After ascertaining the normality of data a typical multiple step procedure
was adopted which is inclusive of identifying outliers, ascertaining normality of the
data, reliability analysis, validity analyses, CFA for all the constructs through structural equation modeling (SEM), and testing the overall model through SEM. Derived
hypotheses results were assessed on SEM’s output that is standardized regression estimates (SRE) and critical ratios. Price was the strongest predictor of brand loyalty
followed by packaging and satisfaction. Company image and perceived quality had no
relationships with brand loyalty. Some of the findings of this study are consistent with
the earlier studies, while others are in-consistent to earlier research. Implications for
managers were drawn from the results.
Tariq Jalees, Nimra Shahid, Huma Tariq. (2015) An Empirical Investigation on the Effect of Brand Loyalty, Journal of Management Sciences, Volume 2, Issue 1.
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