Strategic Effects of Brand Elements on Brand Loyalty

Abstract

This paper shows the strategic effects of brand elements on brand loyalty. The main objective of this study was to discover the factors that can influence the brand elements on brand loyalty. In the past research, the researcher shows that there is weak relation to examine the importance of brand elements (brand name, price, quality, purchase decision, environment and design) in effecting brand loyalty. Thus, in order to examine our understanding in this area, the study was conducted among youth in northern region, Lahore Pakistan. The structured questionnaire was adapted to collect the data. On convenient basis 100 young consumers who visit biggest shopping malls of Lahore Pakistan were targeted. In this study the data were analyzed using SPSS software. The findings indicated that purchase decision, price and store environment have significant positive effects on brand loyalty. Based on these findings and results, future research suggestions and several implications are discussed in order to examine our understanding towards the importance of purchase decision, price and store environment in effecting relationship on brand loyalty.

Keywords: Brand loyalty, Purchase Decision, Store Environment, Price and Lahore Pakistan.