Unveiling The Impact Of Brand Commitment As A Moderator In The Relationship Between Brand Trust And Brand Loyalty: Insights From Pakistan’s Mobile Phone Industry

Abstract

Brand loyalty (BL) is essential in the mobile phone industry as it drives customer retention, increases profits, and enhances a company's reputation. This study aims to investigate the impact of brand commitment (BC) as a moderator in the relationship between brand trust (BT) and (BL) in the mobile phone industry of Pakistan. The study also explores the relationships between perceived value (PV), brand image (BI), brand experience (BE), perceived quality (PQ), and brand trust. The theoretical framework is based on the brand commitment theory, which suggests that emotional attachment to a brand plays a crucial role in determining brand loyalty. The study employed a quantitative research approach, and data was collected from 377 mobile phone users in Pakistan through a survey. Structural Equation Modeling (SEM) was used to analyze the data. The results indicate that (PV), (BI), (BE) and (PQ) have a significant positive impact on brand trust, and brand trust has a significant positive impact on (BL). Furthermore, (BC) was found to moderate the relationship between (BT) and (BL), suggesting that the effect of (BT) on (BL) is stronger when customers are more committed to the brand. The study has several implications for mobile phone companies operating in Pakistan. Firstly, companies should focus on enhancing the (PV), (BI), (BE), and (PQ) of their products to build brand trust. Secondly, companies should foster brand commitment among their customers to strengthen the positive relationship between brand trust and brand loyalty. Overall, this study highlights the importance of brand commitment as a moderator in the relationship between brand trust and loyalty and recommends that mobile phone companies invest in building strong brand relationships with their customers by enhancing their brand commitment, as it will lead to increased customer loyalty and higher profitability in the long run.