IDEAS home Printed from https://ideas.repec.org/a/gei/journl/v2y2015i1p166-184.html
   My bibliography  Save this article

An Empirical Investigation on the Effect of Brand Loyalty

Author

Listed:
  • Tariq Jalees, Nimra Shahid, Huma Tariq

    (Karachi Institute of Economic and Technology)

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.

Suggested Citation

  • Tariq Jalees, Nimra Shahid, Huma Tariq, 2015. "An Empirical Investigation on the Effect of Brand Loyalty," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 2(1), pages 166-184, March.
    • Handle: RePEc:gei:journl:v:2:y:2015:i:1:p:166-184
    as

    Download full text from publisher

    File URL: http://geistscience.com/JMS/Issue1-15/Article2/JMS1502102.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Ali, Muhammad & Raza, Syed Ali, 2015. "Factors affecting to select Islamic Credit Cards in Pakistan: The TRA Model," MPRA Paper 64037, University Library of Munich, Germany.
    3. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    4. Arshian Aslam Sharif & Syed Waqas Bukhari, 2014. "Determinants of Brand Equity of QMobile: A case study of Pakistan," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 1(1), pages 49-60, March.
    5. Subhani, Muhammad Imtiaz & Osman, Ms.Amber, 2009. "A Study On The Association Between Brand Awareness And Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan," MPRA Paper 21367, University Library of Munich, Germany, revised 12 Sep 2009.
    6. V. Pauwels-Delassus & R. Mogos-Descotes, 2012. "Brand name substitution and brand equity transfer," Post-Print hal-00785111, HAL.
    7. Syed Ali Raza & Nida Hanif, 2013. "Factors affecting internet banking adoption among internal and external customers: a case of Pakistan," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 7(1), pages 82-96.
    8. Srinivasan, V. Seenu & Park, Chan Su & Chang, Dae Ryun, 2005. "An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources," Research Papers 1685r2, Stanford University, Graduate School of Business.
    9. H-Y Tsao & P-C Lin & L Pitt & C Campbell, 2009. "The impact of loyalty and promotion effects on retention rate," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(5), pages 646-651, May.
    10. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    11. V. Srinivasan & Chan Su Park & Dae Ryun Chang, 2005. "An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources," Management Science, INFORMS, vol. 51(9), pages 1433-1448, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    2. Valentín Gallart-Camahort & Luis Callarisa Fiol & Javier Sánchez García, 2023. "Influence of the Internet on Retailer’s Perceived Quality in the Generation of Retailer’s Brand Equity," Vision, , vol. 27(1), pages 33-47, February.
    3. Riadh Ladhari & Soumaya Cheikhrouhou & Miguel Morales & Emna Zaaboub, 2022. "Antecedents and consequences of emotional attachment to sport teams brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 454-469, September.
    4. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    5. Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
    6. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    7. Muhammad Sohaib & Jacob Mlynarski & Rui Wu, 2022. "Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
    8. Roy, Sanjit K. & Sharma, Apurv & Bose, Sunny & Singh, Gaganpreet, 2022. "Consumer - brand relationship: A brand hate perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 1293-1304.
    9. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    10. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    11. Vishwas Maheshwari & George Lodorfos & Siril Jacobsen, 2014. "Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(6), pages 13-23, November.
    12. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    13. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    14. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    15. Muhammad Ali & Syed Ali Raza & Chin-Hong Puah & Mohd Zaini Abd Karim, 2017. "Islamic home financing in Pakistan: a SEM-based approach using modified TPB model," Housing Studies, Taylor & Francis Journals, vol. 32(8), pages 1156-1177, November.
    16. Sayyed Mohsen Allameh & Reza Ansari & Mina Mohammadi & Kianoosh Kianpur & Sharareh Ghazinour Naeini, 2015. "Determining the Relationship between Organizational Agility and Work Organization in Branches of Saman Bank in Isfahan," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 5(5), pages 384-393.
    17. Jinsoo Hwang & Seongseop (Sam) Kim & Insin Kim & Seulgi Park, 2023. "Factors Affecting the Memorable Experiences of Chinese Customers in Duty-Free Shopping," SAGE Open, , vol. 13(4), pages 21582440231, October.
    18. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    19. JooSeok Oh & Timothy Paul Connerton & Hyun-Jung Kim, 2019. "The Rediscovery of Brand Experience Dimensions with Big Data Analysis: Building for a Sustainable Brand," Sustainability, MDPI, vol. 11(19), pages 1-21, September.
    20. Dash, Ganesh & Kiefer, Kip & Paul, Justin, 2021. "Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention," Journal of Business Research, Elsevier, vol. 122(C), pages 608-620.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gei:journl:v:2:y:2015:i:1:p:166-184. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Imtiaz ARIF (email available below). General contact details of provider: https://geistscience.com/JMS/index.php .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.