Articlehybrid2015

Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty

Salman Saleem · Saleem ur Rahman · Rana Muhammad Omar

58 citations0/0 files storedInternational Journal of Marketing Studies

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

This study examined the antecedents of brand equity such as, brand awareness, perceived quality and the mediating role of a brand Image on brand loyalty. Total number of (n = 150) questionnaires were distributed among the consumers living in four cities (Islamabad, Rawalpindi, Sialkot, and Sargodha) of Pakistan. Out of the total questionnaires only (n = 130, 86.6%) completed questionnaires were received. Pearson correlation, linear regression and multiple regression tests were used to test the data and infer the results. Results show a positive relationship between the independent and dependent variables. Additionally, mediation has been found between brand awareness, perceived quality and brand loyalty due to brand image. It means that brand awareness and perceived quality develop the brand image which ultimately yields brand loyalty. Thus loyalty programs of beverage companies should focus on brand awareness and consumers’ perception of quality. Overall, these results show that the influence on brand loyalty varies across various variables of the study. The results contribute significantly to the brand equity topic.

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References

1985Competitive Advantage: Creating and Sustaining Superior Performance 1985Competitive advantage, creating and sustaining superior performance 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1998Competitive advantage: creating and sustaining superior performance 2000An Examination of Selected Marketing Mix Elements and Brand Equity 1986Strategic Brand Concept-Image Management 2000Cultivating Service Brand Equity

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