Effects of Psychological Factors of Brand in attaining Consumer's Brand Loyalty: A Study Based on Smart Phone Consumers of Pakistan

Abstract

Since 90’s research on brands are highly developed and notified as the major part of literature. Among them, the brand loyalty has been worldly under discussion. Since the emotions are the most memorable elements of psychology, so it is important to include the emotional factors while the development of brand loyalty. Most of the literature on brand was not available in context of Pakistan, where brands are new born and consumers are newly brand conscious. In this study the brand psychological factors i.e. brand love, brand respect, brand trust, brand image and brand reputation, being qualitative in nature have been investigated and figured out their impact on consumer behavior towards brand loyalty. The purpose of the study is to sort out empirically that qualitative nature psychological factors of consumers influenced the brand loyalty of smartphone users in Pakistan. Parametric and nonparametric correlation, non-parametric rank tests, Logit model error bar and trend analysis is used to analyze the data. It is found that the brand love, brand respect, brand trust, brand image and brand reputation are positively and significantly affect the brand loyalty of the consumers. In perspective of managerial implication, this study intends to positively infer some truth in the domain of marketing.