Impact of Consumer Preference on Brand Loyalty: Mediating Role of Advertisement Effectiveness

The purpose of this study is to analyze the mediating role of advertisement effectiveness on the relationship of consumer preferences and brand loyalty. The study is explanatory and cross section approach is employed to accumulate the data from the customers of different telecommunication companies....

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Bibliographic Details
Published inNUML international journal of business & management Vol. 15; no. 2; pp. 70 - 81
Main Authors Ashraf, Zainab, Asif, Rabia
Format Journal Article
LanguageEnglish
Published Islamabad National University of Modern Languages, Faculty of Management Sciences 01.12.2020
Subjects
Brand image
Brand loyalty
Brand preferences
Business administration
Competitive advantage
Consumer behavior
Consumers
Credibility
Customers
Hypotheses
Marketing
Profitability
Purchasing
Social networks
Trust
Lahore Pakistan
Pakistan
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Summary:The purpose of this study is to analyze the mediating role of advertisement effectiveness on the relationship of consumer preferences and brand loyalty. The study is explanatory and cross section approach is employed to accumulate the data from the customers of different telecommunication companies. The target area selected for the purpose of study was the city of Lahore. Simple random sampling is used to draw the samples. The study is based on the survey carried out with 250 users of telecommunication companies in the city of Lahore, Pakistan. The data collected through consumers is analyzed using SPSS. Outcome generated revealed that customer preferences, brand loyalty and advertisement effectiveness are significantly correlated. The results validated the significant positive relationship between the said variables. Moreover, it is found that advertisement effectiveness serves as significant mediating variable in the relation between consumer preferences and brand loyalty. Practical implication of the findings and unexplored areas in this field have been mentioned along with the recommendation for future research.
ISSN:2410-5392
2521-473X