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Exploring Brand Awareness, Customer Loyalty and Perceived Quality: how they ensure Profitability and generate Purchase Intention: A study on cosmetic industry of Pakistan

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  • Khalid Jamil
  • Muhammad Asghar Ali
  • Ahsan Iqbal

Abstract

The research looks at the reseller's view of the brand's reputation, quality and customer loyalty on the profitability and purchasing of the brand. In addition, the research focuses on clarifying the role of the purchasing power intermediary in the relationship between brand awareness and profitability, quality and profitability, brand awareness and profitability. The investigation was of a causal nature and data was collected from 200 retailers. The results showed the brand awareness and loyally meaningless impact, while the observed quality had a significant impact on profitability. In addition, the results revealed a significant impact on brand awareness, quality knowledge and loyalty for purchasing purposes. The conciliation Sobel test showed that procurement intensity only conveys the relationship between observed quality and profitability.

Suggested Citation

  • Khalid Jamil & Muhammad Asghar Ali & Ahsan Iqbal, 2017. "Exploring Brand Awareness, Customer Loyalty and Perceived Quality: how they ensure Profitability and generate Purchase Intention: A study on cosmetic industry of Pakistan," Journal of Social and Development Sciences, AMH International, vol. 8(3), pages 40-45.
    • Handle: RePEc:rnd:arjsds:v:8:y:2017:i:3:p:40-45
    DOI: 10.22610/jsds.v8i3.1974
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    References listed on IDEAS

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    1. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    2. Hoyer, Wayne D & Brown, Steven P, 1990. "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 141-148, September.
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