Determinants of Brand Loyalty in the Cola Industry of Pakistan: A Case Study of Pepsi Cola

Muhammad Raza, Reema Farooghi and Saeed Abbas Shah
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Muhammad Raza: Emaan Institute of Management & Sciences
Reema Farooghi: KhadimAli Shah Bukhari Institute of Technology
Saeed Abbas Shah: Sukkur IBA University

Sukkur IBA Journal of Management and Business, 2019, vol. 6, issue 1, 12-33

Abstract: The study has been comprehensively designed to understand the influence of customer satisfaction on brand loyalty. Whereas, customer satisfaction with the influence of brand personality as both the rivalry brand has significantly different positioning and personality. However, the study has purposefully incorporate brand attachment, brand trust and brand commitment as determinants of brand personality. Total 282responses were collected using convenience sampling technique from the consumer market of Karachi, Pakistan. Primary data have been gathered with the help of quantitative five-point Likert scale questionnaire adapted from various past literature. The study has used Covariance-Based (CB) SEMmodel isusedas data analysis methodusing SPSS-AMOS Version 22. The results showed that brand attachment, brand trust, and brand commitment have positive and statistically high impacton brand personality. Moreover, brand personality affects customer satisfaction positively and significantly. Also, customer satisfaction also showed statistically significant and positive influence on brand loyalty. Therefore, it has been evidently proven that brand attachment, brand trust and brand commitment were constructive determinants of brand personality, whereas, brand personality inclines customer satisfaction that eventually be translated into greater brand loyalty. It further revealed that among brand attachment, brand trust and brand commitment, brand personality was most influenced by brand trust, followed by brand commitment and least influenced by brand attachment. Hence, the companies can profoundly transform their marketing and brand management strategies accordingly for better outcomes. The study also providessome managerial and future research recommendations on the basis of results and findings.

Keywords: Brand Personality; Brand Loyalty; Brand Commitment; Brand Attachment; Brand Trust; Customer Satisfaction (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2019
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