Abstract
Purpose of this study is to test the approach of tri-dimensional brand
loyalty in context of products. Data was collected from the young consumers of
cola drinks using questionnaire. Data analysis was done using SPSS and
LISERL. Findings revealed that brand loyalty is a tridimensional measure in
context of product loyalty. Tridimensional brand loyalty has been only tested in
service context; this research has examined this concept in product context.
Future research can examine the same model and measures to develop the
reliability of tridimensional brand loyalty measure.
Usman Ehsan, Khalid Mehmood Warraich, Sanem Sehribanoglu. (2016) Measuring Brand Loyalty in Cola Market: A Three Dimensional Approach, Abasyn Journal of Social Sciences, Volume-09, Issue-1.
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