Impact of Brand Activism on Brand Personality and Brand Loyalty

Ammara Kiran, Nida Zaheer, Khansa Masood and Muhammad Rizwan

Sustainable Business and Society in Emerging Economies, 2024, vol. 6, issue 1, 43-56

Abstract: Objective: This study sets out to deeply explore the way different aspects influence brand loyalty. We're particularly interested in understanding how customers perceive different brands when brands are doing some activities regarding social welfare, and how this participation of brands leads to loyalty.Methodology: We conducted a survey from 251 people using an online questionnaire. The results show that people like to use those brands that actively participate in socio-political activities. This thing increases the trust of customers for a brand as they think it is a good brand and enhances brand loyalty.Findings: This study helps us understand better why people decide to repurchase a brand again and again after they've purchased it once. The findings are useful for marketers who manage brands and different marketing strategies, as they can help them make strategies on how to retain customers. This also shows us that customer satisfaction and brand trust also impact the effect of brand loyalty.Implications: With this information, marketers may tailor their offerings to specific customers' preferences, creating more memorable experiences. The study provides a roadmap for marketing success.

Keywords: Brand Trust; Brand Activism; Customer Satisfaction; Brand Loyalty; Attitudinal Loyalty (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:src:sbseec:v:6:y:2024:i:1:p:43-56

DOI: 10.26710/sbsee.v6i1.2914

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