Abstract:
The objective of the research was to examine influence of elements, namely Brand Affection and Trust on Customer Brand Loyalty. An extensive literature review has been carried out to recognize the key elements impacting Customer’s Brand loyalty in the setting of Telecom Market. Secondary data was gathered through extensive exploration from at least 20 to 25 Research articles on the same subject. From a relational perspective, the study examines role of affection and trust with relation to the brand in building loyal relationships with customers. The primary data was collected from 174 respondents. Using this gathered data, hypothesis and model was tested. After getting the data analyzed and observing outcomes, it was determined that developed hypotheses are accepted because both have substantial and positive association with dependent variable of the study. In future this research can be expanded by conducting on a larger scale. The geographical settings can be enhanced. Furthermore, variables such as service quality, can be added into the research framework.
