Open AccessInfluence of Brand Loyalty in Telecommunication Sector in Pakistan
Author(s) -
Naveed Anjum,
Muhammad Rizwan,
Mubashir Khaleeq,
Hafiz Muhammad Wasif Rasheed
Publication year - 2013
Publication title -
journal of public administration and governance
Language(s) - English
Resource type - Journals
ISSN - 2161-7104
DOI - 10.5296/jpag.v3i3.6217
Subject(s) - brand loyalty , business , marketing , advertising , loyalty business model , loyalty , sample (material) , brand preference , product (mathematics) , service (business) , brand management , preference , brand awareness , service quality , statistics , mathematics , chemistry , geometry , chromatography
Brands play a very important role in consumer markets. They bridge a relationship between the consumers and the company. Brand loyalty is a consumer’s preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in telecommunication sector of Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty.