The Impact of Brand Identification, Brand Equity, Brand Reputation on Brand Loyalty: Mediating Role of Brand Affect in Pakistan
نویسندگان
چکیده
منابع مشابه
The Impact of Brand Equity on Brand Loyalty: The Mediating Role of Customer Satisfaction
The study investigates the impact of brand equity on brand loyalty with the mediation of customer satisfaction in restaurant sector of Lahore, Pakistan. The study uses seven dimensions of brand equity, which include physical quality, staff behavior, ideal selfcongruence, brand identification, life style-congruence, trust and environment. Questionnaire has been used to collect the data from the ...
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One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...
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This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and life...
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ژورنال
عنوان ژورنال: Business and Management Research
سال: 2018
ISSN: 1927-601X,1927-6001
DOI: 10.5430/bmr.v7n4p46