Examining Mediating Role of Customer Loyalty for Inlfuence of Brand Related Attributes on Customer Repurchase Intention |
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| Institution: | 1. College of Economics and Management, Northeast Agricultural University, Harbin 150030, China;2. School of Economy and Management, Harbin Institute of Technology, Harbin 150001, China;3. Muhammad Nawaz Sharif University of Agriculture, Multan, Pakistan;4. The Islamia University of Bahawalpur, Punjab, Pakistan |
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| Abstract: | 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. |
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| Keywords: | brand image brand loyalty repurchase intention mediating effect agricultural product marketing |
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