Brand Consumer Relationship Quality as a Predictor of Brand Loyalty: Evidence From Smart Phone Users of Pakistan

Brand Consumer Relationship Quality as a Predictor Of Brand Loyalt

Abstract

- Brand loyalty has become a pivotal factor for strategic marketing management and is a source of competitive edge. Traditional marketing mix approach has become outdated and nowadays focus is being given on relational marketing. This study intends to test impact of brand consumer relationship quality, WOM and brand trust on brand loyalty. Data has been collected from smart phone users of Pakistan through a survey-based approach. A total of 339 participated responded to the survey who were approached through convenience sampling technique. Data is analyzed through multiple regression method. Results found positive impact of brand-consumer relationship quality brand relationship quality and word of mouth on brand loyalty. Relationship between brand trust and brand loyalty was significantly related. This study contributes towards relationship marketing literature by analyzing smartphone user’s data from an emerging economy