Impact of Brand Commitment on Brand Loyalty with the Mediating Role of Brand Love in Apparel Industry, Pakistan

Abstract

The purpose of the study is to establish similarities between interpersonal and brand love and to investigate the possible outcomes of brand love. The purpose of this study is to investigate the sub dimensions of brand love and the component of interpersonal love i.e. commitment resulting in the form of brand loyalty. There are so many variables the attracted with this study. Moreover, the importance of each factor is also defined for this study. Quantitative research approach used for this study and collect information with the help of questionnaire design. The questionnaire has been divided into sub sections. Section A relates with the general demographic section and other sections contain the variable based questions designed like brand loyalty, brand commitment and brand love. Total 150 respondents were contacted. Analyzing has been done with the statistical methods though SPSS software. Tables and their analysis were used in descriptive analysis and regression method has been used in inferential analysis so that hypothesis can be tested easily. These methods have been selected to know more about the topic in detail and according to the nature of the topic.