RELATIONSHIP OF BRAND CREDIBILITY WITH BRAND LOYALTY

Globalization has turned the world into a small village, giving access to everyone foreverything. World is now becoming brand less as organizations are facing the problem ofbrand loyalty throughout the world. Pakistan being a developing country who is alsofacing the same problem. This research aims to address the issue of brand loyalty whileidentifying its potential predictor. Along with the relationship attitude towards brand andbrand loyalty. Attitude towards brand plays its role as an independent variable andbrand loyalty consider as dependent variable. Simple random sampling technique is usedfor gathering the data from 220 respondents of Samsung Pakistan from Lahore. Reliableand valid scales have been used for measuring the attitude towards and brand loyalty.Results indicate that brand credibility has significant impact on brand loyalty. Forgeneralizing the result, current research can also be extended to customers of other usersof products like FMCGs, luxury items and even for industrial products in which effect ofbrand credibility and attitude towards brand may be even more prominent in enhancingthe level of brand loyalty. This research explains how attitude towards Samsung mobilesshape the brand loyalty and marketers can boost the level of brand loyalty byincorporating the better policies about attitude toward brand. For the practical point ofview this research describes that attitude towards brand is important in shaping thebrand loyalty.