Abstract
In this modern age, brands are more concentrating on consumers’ quality of life style as these
reflect their status symbol or social class through the company’s products. The current study is
aimed to check the effect of brand name, awareness, and price and brand quality on the brand
loyalty of the product of automobiles, after that brand loyalty effect is examined on the product
purchase intention specifically in South Asian context. For checking the effect of the variables
brand name, brand awareness, brand price and brand quality were considered as independent
variables and brand loyalty was considered as a dependent variable. The study was correlational
as it shows the relationship of different dependent and independent variables. This study has
been conducted through a survey design. The population was considered as the citizens of
Bahawalpur, one of the oldest stateS in South Asian region and for the data collection random
sampling technique was used. A total number of 300 questionnaires were distributed randomly to
the users of automobile in the Bahawalpur out of which 287 responses were received after
deducting the omission and errors. Different hypotheses were tested in this research for
relationships of variables, out of which five were accepted and the one which was about the
effect of brand price on brand loyalty was rejected. The collected data were analyzed after using
different statistical techniques and it shows that brand awareness, name, quality has a direct and
positive impact on the brand loyalty of the product and on the other hand there is also a positive
effect of brand loyalty on the purchase intention of the product
Rizwan Qaiser Danish, Muhammad Khalid Khan, Muhammad Muddasar Ghafoor, Ishfaq Ahmad, Asad Afzal Humayon, Saqib Aslam. (2018) Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A Study of Automobile Industry in South Asian Perspective, South Asian Studies, Volume 33, Issue 2.
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