The interrelationships of perceived quality and brand loyalty in brand evangelism development

Abstract

This study aims to examine the intercorrelations of perceived quality, brand loyalty and consumers' brand evangelism towards banks in Pakistan. The theory guiding this study is brand equity theory. The data was collected from the metropolitan cities of Islamabad and Rawalpindi. Pearson correlation analysis was utilized to analyze data. The empirical results revealed that of the three hypothesized relationships, the relationships between perceived quality and consumers' brand loyalty towards banks in Pakistan had the strongest correlation coefficients value. The results infer that if the quality of banks is enhanced, it will improve the brand loyalty of the consumers towards banks in Pakistan. Therefore, the bank managers must improve the quality of their banks to retain loyal consumers. Indeed, consumers' brand evangelism towards banks in Pakistan was heavily influenced by the aspect of brand loyalty, followed by perceived quality. Future research is suggested to accommodate different brand management concepts to understand in-depth consumer behaviour, specifically the causal relationships of the variables of this study.