An empirical relationship between Consumer Behavior, Customer Satisfaction, Brand Awareness and Brand Loyalty: An empirical relationship between Consumer Behavior, Customer Satisfaction, Brand Awareness and Brand Loyalty

An empirical relationship between Consumer Behavior, Customer Satisfaction, Brand Awareness and Brand Loyalty

Abstract

The study is conducted in order to understand how, consumer behavior, customer satisfaction and brand awareness can impact on the brand loyalty in the clothing sector of Pakistan. The study is important in nature as, brand loyalty is considered to be an important factor especially in clothing industry. Pakistan has vibrant domestic apparel sector and therefore production of textile products contribute significantly in the economic growth of the country. The study was quantitative in nature and employed close-ended questionnaire in order to collect data from 300+ consumers of the multiple clothing brands of Pakistan. The reliability of the instrument was found to be higher than 0.70. Hence, the instrument objectively measure the constructs under investigation. Hence, it was concluded at the end that, there is a significant but weak relationship between consumer behavior and brand loyalty, similarly, there is a significant but weak relationship between brand awareness and brand loyalty. However, the moderate nature of relationship was found between customer satisfaction and brand loyalty in Pakistan.