Navigating Brand Loyalty: The Dynamic Interplay of Engagement, Attachment, and Usage Patterns

Zoya Tanveer; Amir Ikram; Farah Samreen

doi:10.54692/ajss.2023.07021983

Zoya Tanveer MS Scholar, Institute of Business & Management, University of Engineering and Technology, Lahore, Punjab, Pakistan.
Amir Ikram Assistant Professor, Institute of Business & Management, University of Engineering and Technology, Lahore, Punjab, Pakistan.
Farah Samreen Assistant Professor, Institute of Business & Management, University of Engineering and Technology, Lahore, Punjab, Pakistan.

DOI: https://doi.org/10.54692/ajss.2023.07021983

Keywords: Customer Brand Engagement, Brand Awareness, Brand Loyalty

Abstract

Mobile electronic devices’ demand is greater than any other electronic device currently. This study aims to find the mechanism that creates Brand Loyalty through Brand Engagement in the context of the mobile industry, where market saturation makes it very difficult for organizations to gain it. This study determines the effectiveness of psychological drivers including Brand Awareness; Brand Image; Brand Psychological Ownership; and Value Congruity in developing Customer Brand Engagement, as well as to investigate the effect of Customer Brand Engagement on Behavioral Brand Loyalty through the mediating influence of Brand Awareness. The study also investigated the moderating role of Brand Usage Duration and the role of Usage Frequency between Brand Awareness and Behavioral Brand Loyalty. Customers' data was collected using an existing established questionnaire through convenience sampling, the public intercept sampling approach was used. The data was acquired from 384 respondents. The structure equation model method was used to analyze the data. This study demonstrated the effectiveness of consumer psychological motives in establishing Customer Brand Engagement that further leads to Customer Loyalty and reflects which element is more powerful. Further research indicates the impact of Brand Usage Duration on Customer Brand Engagement and Behavioral Brand Loyalty. All variables were proved to have a positive and significant effect except Usage Frequency. This research will assist Brand managers in determining which aspects are more influential in the growth of Customer Brand Engagement that further leads to Brand Loyalty. Study limitations and future directions have been provided at the end of the study.