An Empirical Study On The Influence Of Self-brand Link And Experience On Loyalty

The purpose of this study is to measure and examine brand loyalty exploring self-brand connection and brand experience among all four branding dimensions.Namely,Sensory brand experience,Emotinal brand experience,behavioral brand experience,intellectual brand experience as a learning background.According to current economic and market situations sharpen advertise rivalry customers are switching from one brand to another brand so that is why the market condition and competitors search for new ways to capture and make customer loyal.And the previous research was conducted on the textile industry and the targeted companies were Nike,Addidas,Jugar.Now current research on mobile companies of Pakistan and top smartphone brands of Pakistan examined why people of Pakistan purchase smartphones and how loyalty occurs.The quantity of competitors is rising day by day simultaneously there is little core difference between the services and products offered by different competitors in the market as Apple,Oppo,Huawei,Samsung this phenomenon has resulted in a reduction in customer loyalty and reses the cost to do business.The structured research was designed to collect the primary data based on a convenience sample of 150 smartphone customers.The respondents comprise numerous categories like students,business men owners,teacher,housewife etc.Shah Abdul Latif University(SALU)is a public sector university located in rural area of(Pakistan).The research defined that the different customers have different thoughts and perception about the impact of branding dimensions on product brand evaluation.For this study a quantitative research design has been adopted a survey technique of data collection conversely has been used.A comprehensive online cross-sectional survey was used following the brand research carried out to acquire the interviewees.The questionnaire data were examined by statistical package for social sciences(SPSS)25.0 because of its user-friendliness and easily reachability following tests were applied in this study.Descriptive analysis in which tabulation,frequencies and percentages were used since the objective of this method assessing the spread and association of variables in the database to present the findings.Reliability and validity testing correlation analysis regression.The result shows the positive and influence on independent variables on the dependent variable.the outcomes have positive results and support the majority of the past research the research has examined the brand loyalty of smartphones Apple,Oppo,Vivo Huawei,and Samsung in Pakistan.The result shows that most people prefer Apple due to its performance luxury style and brand self-relations.