Impact of Marketing Communication, Customer's Knowledge and Percieved Quality on Brand Loyalty

Abstract

The purpose of my research study is to measure the Impact of Marketing Communications, Customers’ Knowledge and Perceived Quality on Brand Loyalty. The Dependent variable taken for this study is Brand Loyalty in order to find out loyalty of customers in restaurant industry. The Independent variables taken for this study include Marketing Communications, Customers’ knowledge and Perceived Quality in order to measure whether or not these factors are affecting the loyalty of brand in restaurant industry? The Correlation and Multiple Regression tests have been applied to find out the empirical evidence for the study by using SPSS. It has been confirmed from outcomes of research study that Marketing Communications, Customers’ Knowledge, and Perceived Quality have direct impact on Brand Loyalty.