The Relationship of Life Satisfaction with Buying Intention and Brand Behavior for Global Brand

Abstract

The aim of this research is to explore the relationship of life satisfaction to brand behavior and brand loyalty for global brand. Global brand Levi’s is taken for this study. A total of 317 respondents from major universities in Islamabad, Rawalpindi and Lahore participated through self-administrated Likert scale basedquestionnaire. The study is exploring the mutual linkage of life satisfaction, brand consciousness, brand loyalty, willingness to buy, emotional value and perceived quality. Using Structural Equation Modeling (SEM), the study has shown that life satisfaction has an impact on brand consciousness positively, whereas brand consciousness has a direct relationship with perceived quality and emotional value, furthermore willingness to buy and emotional value has lead to brand loyalty; perceived quality also has a positive relation with willingness to buy.This study indicates that global retailers should pay attention to the importance of emotional aspects of global brands, especially for brand conscious consumers in order to enhance their intension to buy global brands.

Keywords: Brand Behavior, Brand Consciousness, Foreign Brand, Life Satisfaction.