Abstract:
This research is conducted to investigate how the value of a brand can be retained through product innovation. Brand value is determined through customer satisfaction, brand loyalty and consumer purchase intention about technologically improved products. This study is based on automobiles users in Pakistan that how they perceive innovation in automobiles and how does innovation impact their loyalty towards a car brand, their purchase decision and their satisfaction level. Data was collected from the car owners in surrounding area of Peshawar and Islamabad. The data has been collected from 250 people through questionnaires.
