ROLE OF BRAND LOYALTY IN BUILDING BRAN EQUITY: A COMPARATIVE STUDY OF CONSUMER INVOLVEMENT LEVELS

Although the concept of brand loyalty and equity in recent times has evolved one of the dominant phenomena of brand management, yet the picture is incomplete without considering the role of consumer involvement levels. The purpose of this study is to investigate significant antecedents of brand loyalty, and its role in building brand equity, relationships are also measured by conducting comparative analysis of consumer involvement levels. The self-administered survey and regression analysis used to measure relationships of variables. The findings showed significant and positive relationship of perceived quality, brand trust, and customer satisfaction with brand loyalty, and highly significant and positive impact of brand loyalty is found in building brand equity. Significant differences are found between high and low involvement settings. This research will provide exceptional learning opportunities for brand managers and scholars alike, through empirical verifying the relationships of variables, by using two brands of different consumer involvement levels.Â