Exploring the Purchasing Motives of Young Pakistani Consumers for Foreign Brands
Abstract
Cross-border service relationships are considerable issues in Pakistan, which tend researchers to work in this area of research. The core purpose of this study was to explore the impact of quality, satisfaction, and value on purchase intentions for foreign brands among young Pakistani customers. The data was collected from a random sample of 500 university students through questionnaire designed by the researchers. The findings suggest that providing quality and satisfaction to Pakistani ethnocentric customers does not guarantee the brand to earn loyalty in return. Foreign brands can succeed in creating brand value through creating a convinced link with some tangible benefits and by creating means of self-presentation for the customers. The student’s responses can be assumed as a limitation of this study, which can be justified by considering the fact that the study is first of its type in the Pakistani environment.Downloads
Copyright (c) 2012 Information Management and Business Review
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
