Abstract:
Purpose of Study This study was carried with aim to measure brand love for the users of Pakistan telecommunication services with respect to four factors including trust, service quality, word of mouth, and consumer knowledge affecting brand love. Methodology: The strategies and approaches embraced in the present study is to observe and measure the independent and dependent variables. The reason for existing is to discover the effect of trust, service quality, word of mouth, and consumer knowledge on brand love. Findings Finding from study shows that trust is an imperative or important factor that prompts the brand love. Trust influence the brand love of telecommunication users in Pakistan where the positive influence of trust was found on brand love. Besides, it was revealed that service quality as another important factor to make customers love the brand in telecommunication industry in Pakistan.As service quality provided is assumed to be used to make customer loyal by providing the better services then others which ultimately results in consumer loving the brand. Whereas, word of mouth is also considered to be the important factor influencing brand love in telecommunication industry in Pakistan. Word of mouth is used to build the influence, telling stories, and crafting the reputation which help companies deviated their customer’s interest towards their brand which enhance the process of creating brand love. Survey also demonstrated that consumer knowledge has also positive influence on brand love. Consumers having knowledge regarding their brands are an important construct in understanding their behaviors where positive influence of consumer knowledge was found on brand love. Future Implications From the part of telecommunication sector, it is important to remember, a) trust phenomena, yet in addition b) corporate reputation, its management and permanent improvements. Regarding telecommunication sector, employees also play a crucial role. So as to reinforce telecommunications' corporate reputation, it is important to guarantee their help aimed for giving quality services.
