Exploring Brand Awareness, Customer Loyalty and Perceived Quality: how they ensure Profitability and generate Purchase Intention: A study on cosmetic industry of Pakistan

  • Khalid Jamil National University of Modern Languages (NUML) Islamabad
  • Muhammad Asghar Ali International Islamic University Islamabad
  • Ahsan Iqbal GC University Faisalabad
DOI: https://doi.org/10.22610/jsds.v8i3.1974
Keywords: Impact ; Brand Awareness; Perceived Quality ; Customer Loyalty ; Brand Profitability ; Purchase Intention; Resellers’ View

Abstract

The research looks at the reseller's view of the brand's reputation, quality and customer loyalty on the profitability and purchasing of the brand. In addition, the research focuses on clarifying the role of the purchasing power intermediary in the relationship between brand awareness and profitability, quality and profitability, brand awareness and profitability. The investigation was of a causal nature and data was collected from 200 retailers. The results showed the brand awareness and loyally meaningless impact, while the observed quality had a significant impact on profitability. In addition, the results revealed a significant impact on brand awareness, quality knowledge and loyalty for purchasing purposes. The conciliation Sobel test showed that procurement intensity only conveys the relationship between observed quality and profitability. 

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Published
2017-12-13
How to Cite
Jamil, K., Ali, M. A., & Iqbal, A. (2017). Exploring Brand Awareness, Customer Loyalty and Perceived Quality: how they ensure Profitability and generate Purchase Intention: A study on cosmetic industry of Pakistan. Journal of Social and Development Sciences, 8(3), 40-45. https://doi.org/10.22610/jsds.v8i3.1974
Issue
Vol 8 No 3 (2017)
Section
Research Paper

Copyright (c) 2017 Khalid Jamil, Muhammad Asghar Ali, Ahsan Iqbal

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