Abstract
Despite the growing interest in brand awareness for enhancing loyalty among
mobile phone users, there is limited empirical evidences that focuses on
contingencies of how brand awareness can enhance the brand loyalty. This
work focused on the role of brand awareness in creating loyalty through process
mediation of brand reputation, customer engagement, and brand trust. Selfadministered questionnaires are used to collect the data from 356 young mobile
users through online survey and personal visits. These results indicated that
brand awareness enhances the loyalty of mobile users. Furthermore, the link
between the brand awareness and the loyalty is fully meditated through brand
reputation, customer engagement and brand trust. The mediating mechanism is
significantly proved individually as well as through the process mediation. The
findings of the study make a significant contribution in branding literature by
providing a comprehensive model which will help the brand managers and
mobile companies to understand the value of brand reputation, customer
engagement and trust towards the specific brand.
Dr. Kanwal Iqbal Khan, Muhammad Ali, Dr. Shahid Mahmood, Ali Raza. (2020) POWER OF BRAND AWARENESS IN GENERATING LOYALTY AMONG YOUTH THROUGH REPUTATION, CUSTOMER ENGAGEMENT AND TRUST, International Journal of Management Research and Emerging Sciences, Volume 10, Issue 1.
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