The Impact of Brand Loyalty on Product Performance

Authors: Tanzeel bin Abdul Rauf Patker, Saba Mateen

Abstract:

This research investigates the impact of Brand Loyalty on the product performance and the factors those are considered more important in brand reputation. Variables selected for this research are Brand quality, Brand Equity, Brand Reputation to explore the impact of these variables on Product performance. For this purpose, primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at the shopping malls. For this research study, a sample size of 250 respondents has been taken into consideration. Customers from the shopping malls and university students constitute the sample for this research study using random sampling (non-probabilistic) used as a sampling technique for conducting the research survey. According to the results obtained from the collected data, it is interpreted that product performance shares a direct relationship with brand quality, brand quality, and brand reputation. Result also showed that brand quality and brand equity has a significant effect on product performance, whereas brand reputation has an insignificant effect on product performance.

Keywords: Product performance, brand quality, brand equity and brand reputation.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1124601

References:

[1] S. A. Thompson, & R.K. Sinha, (2008), “Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty.” Journal of Marketing vol. 72 (6), pp. 65-80.
[2] R. Bennet & S. Rundle-Thiele, (2005). “The brand loyalty life cycle: Implications for marketers”. Brand Management, vol: 12(4), pp. 250–263
[3] D. E. Schultz, (2005). “The loyalty paradox”. Marketing Management, vol:14(5), pp. 10–11.
[4] T. A. Oliva, R.L. Oliver, & W.O. Bearden, (2007). “The relationships among consumer satisfaction, involvement, and product performance: A catastrophe theory application.” Behavioral Science, vol: 40 (2), pp. 104-132.
[5] J. N. Kapferer, (2005). “The roots of brand loyalty decline: An international comparison.” Ivey Business Journal, vol. 69(4), pp. 1–6.
[6] F., Reichheld, & C. Detrick, (2003), “Loyalty: A prescription for cutting costs”. Marketing Management, vol. 12(5), pp. 24–25.
[7] H.B. Kim, & G.W. Kim, G.W. (2005). “The relationship between brand equity andfirms’ performance in luxury hotels and chain restaurants”. Tourism Management, vol: 26 (4) pp. 549-560.
[8] P. Kotler, & K.L. Keller, (2011). Marketing management. Pearson Education.
[9] V.A., Zeithaml, A., Parasuraman, & A. Malhotra, (2002). “Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge”. Journal of the Academy of Marketing Science, vol: 30 (4), pp. 362-375.
[10] H., Kim, D. L. Vettera, & J. Lee, (2006) “The Influence of Service Quality Factors on Customer Satisfaction and Repurchase Intention in the Korean Professional Basketball League”. International Journal of Applied Sports Sciences, vol. 8 (1), pp. 39-58.
[11] Y. Yoon, & M., Uysal, (2005). “An examination of the effects of motivation and satisfaction on destination loyalty: a structural model”. Tourism Management vol. 26(1), pp. 45-56.
[12] K. L. Keller, & D.R. Lehmann, (2006) “Brands and Branding: Research Findings and Future Priorities”. Marketing Science, vol. 25 (6), pp. 740-759.
[13] B. M. Ghodeswar, (2008). “Building brand identity in competitive markets: conceptual model", Emerald vol. 13 (2), pp. 12-13.
[14] J. Sweeney, & J. Swait, (2008). “The effects of brand credibility on customer loyalty.” Journal of Retailing and Consumer Services, vol. 15 (3), pp. 179-193.
[15] J.D. Reast, (2005). “Brand trust and brand extension acceptance: the relationship”. Journal of Product & Brand Management vol. 14(1), pp. 4-13.
[16] J. Berger, M., Draganska, & I. Simonson, (2007). “The Influence of Product Variety on Brand Perceptions and Choice”. Marketing Science, vol. 26, pp. 460-472.
[17] K. Chen, & C. Liu, (2004), “Positive brand extension trial and choice of parent brand” Journal of Product & Brand Management, vol. 13 (1), pp. 25-36.
[18] R., Shang, Y. Chen, & Y. Liao, (2006). “The value of participation in virtual consumer communities on brand loyalty”. Internet Research, vol. 16 (4) ,pp. 398 – 418.
[19] P. Rauyruen, & K. Miller, (2008), “Relationship quality as a predictor of B2B customer loyalty”. Journal of Business Research, vol. 60 (1), pp. 21-31.