影响品牌忠诚度的因素探讨——巴基斯坦拉合尔百事可乐的案例研究

terms a study of Greek shoppers was directed,prepared individuals took the meetings,in light of a survey,with the endeavor to expand thecredibility of the reactions.The sample had 850 purchasers of whisky who were discoveredhaphazardly in the road and shopping centers.The meetings were taken at various spots andon partitioned days.The study focused on whisky purchasers because of three vital reasons.To begin with,there is a noteworthy assortment of various whisky brands in Greek businesssector which gives different alternatives to the purchaser.Other than this,whisky ispurchased frequently by the grown-up Greek populace for the most part.The outcomes give ageneral stockpiling for the hypothesized linkages among the aforementioned variables.

2.2)Brand Awareness

Chi,Yeh and Yang(2009)concentrated on to investigate the effects among brand awareness,expected quality,brand loyalty and purchaser buy goal and mediating impact of expectedquality and brand loyalty in view of brand awareness and buy intentions.Samples wereassembled from mobile phone users living in Chiyi,and the study embraces relapseconsidering and mediating test to look at the theories.The study proposes that phoneproducers should assemble a brand and advance its brand image through deals advancement,publicizing,and other showcasing exercises.At the point when brand awareness is high,itsimage dependability will likewise raise.Purchasers will survey expected nature of an itemfrom their experience in view of their buys.Accordingly,brand loyalty and preference willraise thus will intentions of purchaser.

Malik et al.(2013)has found that the point of their try is to know the impact of brandawareness and loyalty of brand on purchasing goal and intents.Questionnaires wereassembled to know the reactions from the representatives in administrations areas andadvantageously accessible overall population while clear measurements and relapseinvestigation were used to know the information and reach out the inferences.BrandAwareness and brand loyalty have solid positive connection with purchasing intentions.

CHAPTER 3THEORETICAL FRAMEWORK..............10

3.1Theoretical Model:..............10

3.2 Definition of Study Variables:Independent Variables:..............10

CHAPTER 4RESEARCH METHODOLOGY............20

4.1 Research Design................20

4.2 Population.................20

CHAPTER 5DATA ANALYSIS AND INTERPRETATION..................30

5.1 descriptive statistics.....................30

5.2 correlation analysis...............30

CHAPTER 5DATA ANALYSIS AND INTERPRETATION

5.1 descriptive statistics

By using the data collected this section will interpret the quantitative results in the form ofdescriptive statistics and inferential statistics.

Correlation coefficient is denoted by the symbol r,and shows the relationship between twovariables.It ranges from-1 which shows perfect strong negative relationship to+1 whichindicates perfect strong positive relationship.Correlation coefficient from 0 till 0.3 displays aweak relationship amongst variables,0.3 till 0.7 whereas displays moderate relationship and0.7 aboveexpresses a strong correlation among the variables.

The above shown correlation matrix displays the relationship between the dependent variable(brand loyalty)and independent variables(Brand Experience,Brand Awareness and BrandImage).

The value of Pearson correlation among Brand Loyalty and Brand Experience is0.728whichdisplays a strong positive correlation.Significance P-value is 0.000<α(0.05),sothere’s a significant relationship between brand loyalty and brand experience.

DISCUSSION

The fundamental thought process for doing the research was to analyze effect of independentvariables i.e.brand experience,brand awareness and brand image on brand loyalty dependentvariable.Before centering and talking about the outcomes a couple of essential resultsreceived by the study ought to be discussed in this section.

Primarily,quantitative information is utilized for the present study through the questionnaireswh