Measuring Brand Loyalty in Cola Market: A Three Dimensional Approach
1 University of Management and Technology
2 Bahaudin Zakariya University
3 Yuzuncu Yil University, Turkey
Purpose of this study is to test the approach of tri-dimensional brand loyalty in context of products. Data was collected from the young consumers of cola drinks using questionnaire. Data analysis was done using SPSS and LISERL. Findings revealed that brand loyalty is a tridimensional measure in context of product loyalty. Tridimensional brand loyalty has been only tested in service context; this research has examined this concept in product context. Future research can examine the same model and measures to develop the reliability of tridimensional brand loyalty measure.
Keywords: Brand Loyalty, Attitudinal, Behavioral, Cognitive