Investigating the Impact of Brand Attributes on Customer Loyalty: A Case Study of the Soft Drink Industry in Pakistan


  • Mahad Javed Ph.D. Scholar, Greenwich University Karachi, Pakistan
  • Khurram Shahzad Research Scholar, Department of Management Sciences, Greenwich University Karachi, Pakistan


brand personality, brand attachment, brand loyalty, brand trust, brand commitment, consumer loyalty


This research project aims to understand the impact of brand attributes on customer loyalty, focusing on brand commitment, trust, and attachment. The sample includes 200 consumers in Karachi city who consume soft drinks. The study uses a non-probabilistic sampling method and a quantitative research method based on a deductive approach. Structured questionnaires were used to collect data, with closed-ended questions and a 5-point Likert scale. The data was collected through primary survey methods, with close-ended questions for easy codeability. The data was then converted into tabular form using Microsoft Excel and imported into IBM SPSS 24 for statistical tests. Secondary data was collected from various online sources, including researcher papers, journal articles, and academic papers. The findings indicate that brand trust, commitment, attachment, and personality significantly influence customer loyalty.