عنوان انگلیسی مقاله:

Examining Mediating Role of Customer Loyalty for Influence of Brand Related Attributes on Customer Repurchase Intention

ترجمه عنوان مقاله: ویژگی های برند بر تمایل به خرید مجدد، بررسی تاثیر نقش واسطه وفاداری مشتری

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

The objective of current study was to investigate the influence of brand related attributes on customer loyalty and repurchase intention in agricultural product marketing in Pakistan. Results of current study would help the management of branded agricultural products, in Pakistan specifically and in developing countries generally, to formulate the best strategies to enhance customer loyalty in order to induce repurchase intention of them. Future research could be conducted in the same field by adopting larger sample size and this research can be replicated with specific product category.

Keywords: brand image, brand loyalty, repurchase intention, mediating effect, agricultural product marketing

مقدمه مقاله

Brand is an uncommon mark or a figure that customers utilize to memorize or identify the company’s products. Brand can be a symbol, logo, or anything that draws the customers’ attention towards the product and allow the customers to differentiate and identify the product sometime in the future. The business and organizations employ this concept to distinguish their products from their rivals. That is the reason why it is regarded as the core tool in making loyal customers.

Branding of agricultural products is rising very swiftly in the entire and world competition is mounting among rivals. So, management is putting more efforts on growing material benefits in the branding of agricultural products. Previously, organizations were mainly anxious about pulling only new customers, but nowadays the tendency is shifting. Now, sustaining the existing customers is supplementary rather than catching the attention of new customers. So,management is more alarmed to make existing customers loyal and generate repurchase intention in these customers.

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