EFFECT OF CONSUMER BRAND ENGAGEMENT ON BRAND LOYALTY: CASE OF MOBILE PHONE SERVICES

Authors

  • Hina Asghar Management Sciences (Marketing) COMSATS University Islamabad, Wah Campus Pakistan
  • Zoya Khan Department of Management Sciences Pir Mehr Ali Shah Arid Agriculture University, Rawalpindi Pakistan
  • Syed Sikandar Wali Department of Management Sciences, COMSATS University Islamabad, Wah Campus Pakistan

DOI:

https://doi.org/10.52567/pjsr.v4i1.938

Abstract

The aim of the study is to determine the impact of each of these variables on brand loyalty (BLY) while also examining the drivers of consumer brand engagement (CBE) in the context of consumer involvement (CI), consumer participation (CP), and self-expressive brand (SEB). This study has been conducted in the mobile phone industry. The data were collected through questionnaires from the consumers of mobile phone service users in Pakistan. The online tool were use for the collection of data. The sample size of this study is 340. A quantitative research approach was applied. Smart PLS were used for analysis. The result shows that consumer involvement, consumer participation, and self-expression brands affect differently on CBE dimensions and brand loyalty. Additionally, CBE dimensions mediated the relationship between consumer involvement, consumer participation, self-expression brand, and brand loyalty. Future research and other consequences are discussed.

Keywords Consumer brand engagement, consumer involvement, consumer participation, self-expressive brand, loyalty, mobile phone services.

Author Biographies

  • Hina Asghar, Management Sciences (Marketing) COMSATS University Islamabad, Wah Campus Pakistan

    Scholar

  • Zoya Khan, Department of Management Sciences Pir Mehr Ali Shah Arid Agriculture University, Rawalpindi Pakistan

    Lecturer

  • Syed Sikandar Wali, Department of Management Sciences, COMSATS University Islamabad, Wah Campus Pakistan

    Lecturer

Additional Files

Published

2022-03-31

Issue

Vol. 4 No. 1 (2022): Pakistan Journal of Social Research (PJSR)

Section

Research Article

License

Copyright (c) 2022 Hina Asghar, Zoya Khan, Syed Sikandar Wali

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

How to Cite

[1]
“EFFECT OF CONSUMER BRAND ENGAGEMENT ON BRAND LOYALTY: CASE OF MOBILE PHONE SERVICES”, Pak. J, Soc. Sci., vol. 4, no. 1, pp. 729–741, Mar. 2022, doi: 10.52567/pjsr.v4i1.938.