Impact of Brand Prestige and Brand Distintivness on Brand Loyalty with Medidating Role of Brand Attractiveness: Case Based on clothing Industry of Pakistan

Abstract

This thesis investigates the impact of brand prestige and brand distinctiveness on brand loyalty with a mediating role of brand attractiveness in the clothing industry of Pakistan. The approach used in this research is quantitative and used to support the theoretical model with the help of an online survey. The results of all the items used in the questionnaire are analyzed with the SPSS methodology (considered a credible source for exploratory research). The results drawn from 300 respondents presents that brand prestige and brand distinctiveness on brand loyalty with a mediating role of brand attractiveness. Furthermore, the research implies that the public sector organizations of Pakistan can make use of management by the employees and marketers by considering the branding strategies which are added to maintain the level of firms. This study also has some limitations of time constraint, limited sample and targeted variables, but it enables further researchers a platform for future studies. . Moreover, with the help of statistical analysis the finding analyzed that brand persitage playing very important in influencing the purchase attention of the customer and also developing the resilience towards the brand loyalty of the brand by the customers.