PurposeThis study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.Design/methodology/approachA total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.FindingsThis study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).Research limitations/implicationsThis research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.Practical implicationsThis study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.Originality/valueThis is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.

Brands are the key to sales increase in consumer markets. They make a relationship between the consumers and the company. Brand loyalty is a consumer's preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in mobile phone purchasing in Bahawalpur, Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty.

The emergence of new banking channels like as phone banking, Internet banking, Automated Teller Machines (ATM), furthermore developing financial market & global competition have constrained bankers to explore the importance of customer loyalty. For the banks to be successful in the intensively competitive environment, they are bound to attach importance to customer loyalty. The aim of this study is to investigate how the behavior and intentions of the respondents will be influenced by different factors of customer loyalty. The objectives of the current study are of two folds; firstly, to examine the relationship of trust, customer satisfaction and service quality with customer loyalty. Secondly, to determine which factor influenced customer loyalty the most? Data was collected through non probability convenience sampling, from a sample of 496 respondents by using a self-administered questionnaire. The collected Data was analyzed through regression technique using SPSS 17. Results of the current study reveal that trust, customer satisfaction and service quality has significant effect on customer loyalty. But the relationship or trust with customer satisfaction is not proved. Moreover the study revealed that customer satisfaction is found as the most influential variable for customer loyalty. The managerial implication of this research is the considerations of bank managers for the enhancement of their customer loyalty.

The purpose of this paper is to investigate the relationship of service quality dimensions (tangibility, responsiveness, assurance, reliability, empathy, and e‐learning) on student's academic performance through student motivation, and student satisfaction. Primary data were collected from 384 participants studying in higher education institutes (HEI's) in the Punjab province of Pakistan and the research model was empirically tested. The findings reveal that all service quality dimensions (tangibility, responsiveness, assurance, reliability, empathy, and e‐learning) are positively associated with student's academic performance through student's motivation and student satisfaction. This study makes a substantial contribution to the literature of service quality, by adding a novel dimension “e‐learning” into the most renowned and frequently used SERVQUAL (tangibility, reliability, empathy, assurance, and responsiveness) model. By doing so we not only establish the link between e‐learning and student's academic performance through student satisfaction and student motivation but also extended the SERVQUAL model by incorporating an important neglected area.

Brands play a very important role in consumer markets. They bridge a relationship between the consumers and the company. Brand loyalty is a consumer's preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in telecommunication sector of Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty.