Work

Factors Affecting Brand Loyalty: A Perspective of Fast Food Restaurants

Year: 2012

Type: preprint

Abstract: Building brand loyalty has become more crucial, yet more complex to achieve in today’s age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in a developing country like Pakistan. The study focused on the aspects; Brand Knowledge, Brand Social responsibility, Brand Name, Product Quality, Word of Mouth and Brand Trust. The selected sample size was 300 and through a non probability purposive sampling procedure, the researcher received only 266 valid questionnaires with a response rate of 88.6%. The results revealed that all factors were found significantly related with significance level (p =.000) to brand trust except word of mouth with brand trust and brand trust with brand loyalty were partially correlated with dependent variable band loyalty.

Source: SSRN Electronic Journal

Authors: Abdul Rehman, Muhammad Zia ur Rehman, Muhammad Waheed Akhtar

Institutions: International Islamic University, Islamabad, National Textile University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W3172625111

Cites: 22

Cited by: 14

Related to: 10