Last Updated on October 4, 2023 by Fiza Khurram
Mehak Mukhtar and Zargham Ullah Khan of the University of the Punjab’s Hailey College of Banking & Finance begin on a thorough research to highlight the complicated linkages between perceived quality, brand loyalty, and brand equity, with an emphasis on the mediating function of consumer trust.
To dive into the selected factors, this study takes a quantitative approach and leans on an extensive literature review. Brand loyalty, considered the pinnacle of brand equity, and perceived quality, a critical aspect in its development, are investigated in the context of consumer trust’s mediating impact. The study is consistent with relationship-building theories such as Morgan’s (1994) Trust-Commitment theory, Aaker’s model for customer-based brand equity, and the Expectation-Confirmation theory.
The study employs a comprehensive survey methodology, drawing on approaches developed by Zia A. et al. (2021) and Hair et al. (2010). The obtained data is statistically validated using econometric techniques, in line with the findings of Zia A. et al. (2021), Boonghee Yoo et al. (2000), and J P. LACAP (2021). The findings are intended to give marketers with significant insights for developing a chain of customer care fundamentals, increasing customer happiness, and establishing a superior competitive advantage with long-term sustainability.
