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Brand Consciousness, Brand Loyalty, Consumer Satisfaction and Buying Behavior of Teenagers for Apparel and Clothing

机译:青少年服装服饰的品牌意识,品牌忠诚度,消费者满意度和购买行为

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This research has been designed with the goal of examining relationship among brand consciousness, brand loyalty, buying behavior and consumer satisfaction of teenagers towards clothing and apparel. This is hypothesized that brand consciousness, brand loyalty, buying behavior are likely to be significant predictors of consumer satisfaction. The sample comprised of n-200 young students enrolled in different public and private sector colleges of Lahore and Sahiwal. The measures comprised of Brand Consciousness Questionnaire, Brand Loyalty Questionnaire, Buying Behavior Scale, and Consumer Satisfaction Scale. The data was analyzed through SPSS version 21.00. The findings revealed that brand loyalty is positively and significantly correlated with brand consciousness, purchasing conduct and customer fulfillment. Brand cognizance and purchasing conduct are strong and positive predictors of brand loyalty resulting in increased consumer satisfaction. Both the genders are equally affected by brand consciousness, brand loyalty except for buying behavior.
机译:这项研究的目的是检验青少年对服装的品牌意识,品牌忠诚度,购买行为和消费者满意度之间的关系。假设品牌意识,品牌忠诚度,购买行为可能是消费者满意度的重要预测指标。样本包括在拉合尔和萨希瓦尔的不同公立和私立大学就读的200名年轻学生。衡量标准包括品牌意识问卷,品牌忠诚度问卷,购买行为量表和消费者满意度量表。通过SPSS 21.00版分析数据。调查结果表明,品牌忠诚度与品牌意识,购买行为和客户满意度呈正相关且显着相关。品牌认知度和购买行为是品牌忠诚度的强有力的积极预测指标,可以提高消费者的满意度。两种性别都同样受到品牌意识,品牌忠诚度(购买行为除外)的影响。

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