Factors Affecting Brand Loyalty : A Perspective of Fast Food Restaurants

Building brand loyalty has become more crucial, yet more complex to achieve in today's age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in a developing country like Pakistan. The study focused on the aspects; Brand Knowledge, Brand Social responsibility, Brand Name, Product Quality, Word of Mouth and Brand Trust. The selected sample size was 300 and through a non probability purposive sampling procedure, the researcher received only 266 valid questionnaires with a response rate of 88.6%. The results revealed that all factors were found significantly related with significance level (p =.000) to brand trust except word of mouth with brand trust and brand trust with brand loyalty were partially correlated with dependent variable band loyalty