An Empirical Study of Brand Loyalty on Samsung Electronics in Pakistan

Abstract

The purpose of this study is to explore the brand loyalty of Samsung electronics focusing the special part of south Punjab of Pakistan (Bahawalpur and Multan).This projected model is examines major variables moderating the relationships of, brand trust, service quality, brand credibility, customer satisfaction, brand image with these challenging models of the relationships amongst the impact of, independent variables on brand loyalty.   The data was collected from the students of Department of management sciences. Questionnaire was dispersed and self administrated to 150 respondents. The study implies some analysis scales to check the data, which include regression analysis, reliability analysis and different scales of measuring frequencies of the respondents. The present study shows that brand credibility, customer satisfaction and service quality has a positive effect on brand loyalty. Brand trust and brand image has positive effect on service quality.