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Title Impact of Brand Experiences on Brand Loyalty: Mediating role of Brand attachment

Author(s) Maham Ashfaq

Abstract Thesis Title: Impact of Brand Experience on Brand Loyalty: Mediating role of Brand Attachment. This research investigated the impact of brand experience on brand loyalty. Mediation impact of brand attachment is as well under the investigation. Today, in the marketing strategy, branding is considered as the key role of organization. The brand experience has three dimensions which are behavioral, sensory and intellectual whereas brand loyalty has two dimensions attitudinal loyalty and behavioral loyalty. On Apparel brands, this study was conducted within the city of Faisalabad, Pakistan. The reason of choosing Faisalabad is the 3rd largest city of Pakistan by the size of population; it is also the textile center of Pakistan. For this study eight brands were selected which basis on their popularity amongst customers. 250 questionnaires were distributed with the easily reachable customer who visits at the various stores. As the outcome, the respondents returned back 238 questionnaire out of 250. 220 questionnaires were used in the analysis of data. Data was obtained using convenient sampling technique. Respondents are customers visiting brand stores. Mall intercept survey was used to gather this data. SPSS software was used to analysis this data. Different statistical methods such as Frequency, Cronbach Alpha, Correlation, Regression analysis and Mediation analysis were used to analyze this data in this research. Findings revealed that brand loyalty brand experience are driven brand loyalty through brand attachment. The relationship between all the variables are significant. Moreover this research is having some limitations as list of antecedents for brand attachment and its application in industries other than apparel sector. For managerial point of view, brand managers should adopt measures for customers’ engagement with brand. Two way communications can be base of this engagement. Furthermore brand managers should work on their brand relationship and brand images .

Type Thesis/Dissertation MS

Faculty Management Sciences

Department Management Sciences

Language English

Publication Date 2018-11-13

Subject Marketing

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