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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