Role of Brand Satisfaction towards Brand Loyalty of Smartphones in Karachi

https://doi.org/10.5281/zenodo.17883137

Authors

  • Sundas Rana MPhil Scholar, Department of Mass Communication, University of Karachi
  • Prof Dr Fouzia Naz Department of Mass Communication, University of karachi
  • Sanobar Nadir MPhil Scholar, Department of Mass Communication, University of Karachi
  • Hina Yousuf MPhil Scholar, Department of Mass Communication, University of Karachi

Abstract

The research intended to examine the effect of brand satisfaction towards brand loyalty with the mediating effect of brand attachment, brand love and brand trust of smartphones in Karachi. The study has collected 179 responses from the sample a questionnaire using a five-point Likert scale and PLS-SEM methodology has been utilized have for data analysis using SmartPLS v4. Results showed that brand attachment has a negatively insignificant effect on brand loyalty. Brand love has a positively significant effect on brand loyalty. Brand satisfaction has a positively significant effect on brand attachment, brand love and brand trust. Lastly, brand trust has a positively significant effect on brand loyalty. Smartphone brands should prioritise continuous innovation, product differentiation, and customer-centric strategies to maintain and enhance brand satisfaction. Smartphone brands can cultivate a loyal customer base and gain a competitive edge by understanding and meeting customer needs, addressing concerns promptly, and building strong relationships.

Keywords: Brand Loyalty, Brand Love, Brand Satisfaction, Smartphone Industry, Pakistan.

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Published

2025-12-10

How to Cite

Sundas Rana, Prof Dr Fouzia Naz, Sanobar Nadir, & Hina Yousuf. (2025). Role of Brand Satisfaction towards Brand Loyalty of Smartphones in Karachi: https://doi.org/10.5281/zenodo.17883137. `, 4(02), 2421–2445. Retrieved from https://www.assajournal.com/index.php/36/article/view/1174

Issue

Vol. 4 No. 02 (2025): Advance Social Science Archive Journal

Section

Articles