ACQUIRING LOYALTY OF CUSTOMER AS MARKETING STRENGTH: INTERRELATIONSHIPS OF BRAND REPUTATION, BRAND EQUITY AND BRAND LOYALTY IN THE TEXTILE SECTOR OF PAKISTAN

Brand loyalty refers to the psychological situation of customers to repeatedly purchase the same product or service from a certain vendor. It is viewed as one of the most desirable marketing outcomes and business strengths. Positivism research paradigm and deductive research approach has been used for this study. Data has been collected through multi stage sampling technique from 200 employees in the textile sector of Lahore, Pakistan. This study aimed to find the relationships between brand reputation, brand effect and brand loyalty in the textile sector of Lahore, Pakistan. The findings of this study are brand reputation and brand effect positively and significantly related with the brand loyalty. This study also found that brand reputation is positively and significantly related with the brand effect.