The effect of antecedent variables on brand loyalty intentions : in context of mobile service industry of Pakistan

ISBN-13: 9786138249276 / Angielski

Faizan Khan

Opis

Customer equity drivers (CEDs) consist of value equity, brand equity and relationship equity, VE and BE negatively affect brand loyalty intention, whereas brand image and perceived brand value also exert negative effect on brand loyalty intentions of the customer in context of mobile service industry, however relationship equity positively affect brand loyalty intention but in previously published studies it has been shown that the VE, BE, PBV and BI has positive affect on brand loyalty, these effect changes with the change of industry. In this study it has been empirically investigates that why CEDs loyalty link vary in the context of mobile service industry as compare to other service industry where each influence one or two of the three loyalty strategies. Results of the study has clearly represent that the in context of mobile service industry, it affect the effectiveness of specific loyalty strategies as well as brand image and perceived brand value effectiveness towards brand loyalty intentions.

O autorze

Khan, Faizan
An optimistic thinker, capable and committed to work with ability to meet agreed deadlines and co-ordinate work within a structuredenvironment. Professional experience of more than 4 years in achieving revenue and business growth objectives. Possess sound knowledge of healthcare & medical sector.