Impact of Brand Communication on Customer Brand Loyalty: A Study on Mobile Service Providers

Abstract

The increasing competition in every sector has led the marketing professionals discuss and debate about factors that drive customer loyalty. Communication is central to human behaviour, connecting individuals and creating relationships. Communication plays a pivotal role in brand building as the features and benefits of a product can be communicated through the message of the advertisements or other promotional activities. Brand awareness which could be achieved through brand communication is the first step towards purchase of a brand. This paper attempts to study the impact of brand communication on customer brand loyalty for mobile service providers.