Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  4   Issue 10  2015  
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Article Abstract
Mediating roles of customer satisfaction and customer trust in building brand loyalty. An empirical study in Pakistan
Keywords:  E-loyalty, Brand Image, Self-congruity, Sales promotion, Customer Satisfaction, Customer trust, Serial Multiple Mediation, Brand loyalty
Dr. Sajjad Ahmad Baig , Muhammad Zia-Ur-Rehman , Saud , Ehtisham Javed , Tasneem Aslam and Ahmed Shafique
This study explores the area of brand loyalty in Pakistan. The study was exploratory and quantitative in nature. Brand loyalty in Pakistan was studied with predictor's e-loyalty, brand image, self-congruity, and sales promotion with customer satisfaction and customer trust as mediators. The sample space of the study was 150 (n=150). Multiple serial mediation regression method was used to compute the results of the surveyed data. The conclusions drawn from the data shows that e-loyalty, brand image, self-congruity, and sales promotion satisfies customer which in result built the trust of the customer over a brand. The trust finally plays it role in retaining the loyal customers.
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