European Academic Research ISSN 2286-4822
ISSN-L 2286-4822
Impact Factor: 3.4546 (UIF)
DRJI Value : 5.9 (B+)
Article Details :
Article Name :
Impact of Brand Image, Brand Trust and Advertisement on Consumer Loyalty & Consumer Buying Behavior
Author Name :
WAHAB ALI SHAHBAZ ARSHAD HARIS NAVEED, ALI ABBAS QASIM ALI NISAR
Publisher :
Bridge Center
Article URL :
Abstract :
Brand image, brand trust and advertisement play a key role to enhance business performance as brand image is an effective tool that positively influences the consumers’ buying behavior. Moreover, brand trust is the key variable in building an durable desire to keep a long term brand relationship with consumers and advertisement as a motivating force for any brand as it is an effective tool to convey your massage and remain in consumer mind. The purpose of this study is to examine the impact of brand image, brand trust and advertisement on brand loyalty and consumer buying behavior in the general public at Gujranwala, Lahore and Jhelum city. Questionnaire survey was used for the purpose of data collection. A sample of 420 questionnaires was used and data have been collected by applying non-probability sampling technique within the period of two month. Finding summed up that brand trust, brand image, and advertisement have strong positive and significant influence on brand loyalty and consumer buying behavior. Findings also revealed that the teenagers are more conscious about their social status so they use the branded product and have trust on brands and advertisement influence their buying behavior positively. At the last of paper conclusion of research, practical implications of research limitation of research suggestions for further research also included.
Keywords :
Brand image, Brand trust, Advertisement, Brand loyalty, Consumer Buying Behavior.
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