DIMENSIONS OF BRAND COMMUNICATION, BRAND IMAGE AND BRAND TRUST AS ANTECEDENTS OF BRAND LOYALTY

Osama Bin Ahsan

Journal of Marketing and Logistics (JML), 2019, vol. 2 (Special Issue), 31-49

Abstract: Brand loyalty is one of the most influencing factors on customer and its purchase decision in which the most important factors which are determined by the customers are brand image and brand trust. The determination of this paper was to examine the brand attributes towards the brand loyalty with the mediating effect of brand trust. This research is based on quantitative methodology. The paper is based on the data of a textile industry Al-Karam brand customer and the responses will be collected through close ended questionnaire. Similarly, the measuring technique would be based on 5 point likert scale ranging from strongly agree, agree, neutral, disagree, strongly disagree. Furthermore, data simulation purpose different methods will be used, for data clearing, reliability, validity and analyze the effect relationship SMARTPLS will be used. Similarly, the research paper significance is that it is helpful for students marketing either undergraduate or graduate. It is also helpful for those who want to launch their brand whereas; it is also helpful in commercial sector of marketing. By obtaining new variables such as uncontrolled communication, controlled communication and brand name we have highlighted the impact of these variables on brand loyalty. Moreover, different scholars are more than welcomed to explore more different attributes and highlight its impact on brand loyalty.

Keywords: Brand trust; brand loyalty; brand communication; brand name; brand image (search for similar items in EconPapers)
Date: 2019
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