Impact of Customer Satisfaction, Brand Image and Advertisements on Brand Loyalty of “Sting (Energy drink)” with Special Focus on Karachi

Abstract

The purpose of this research is to identify the impact of brand image, customer satisfaction and advertisements on brand loyalty of Sting (energy drink) with special focus on Karachi and this impact has been seen by the data obtained from the consumers of Karachi, Pakistan. For this purpose, primary data were collected through closed-ended questionnaire and secondary data were collected through research paper, articles, and books. Respondent’s age was more than 18 years which includes families, working women, employees, university students & other persons. A sample of 200 individuals were collected by using non-probability sampling technique i.e. Convenience sampling. To analysis the data SPSS software has been used. Several test like, Reliability test, Correlation and Regression Analysis, ANOVA and Coefficients were applied to analyze the impact of independent variables i.e. brand image, customer satisfaction and advertisement on dependent variable, brand loyalty. The results indicate that only customer satisfaction is strongly positive correlated  and has huge impact on the brand loyalty of Sting (energy drink) and people like and buy Sting (energy drink) those who like it but PepsiCo need to be work hard for making it best.

Keywords: Brand Image, Customer Satisfaction, Advertisement, Brand Loyalty, Karachi.