000			01192nam a22001817a 4500
003			AUCL
005			20200924111642.0
008			140304t xxu||||| |||| 00| 0 eng d
040			_cAUI
082			_bREH
100			_aRehman, Attiq-ur (060531); Pervez, Kashif (060492) 2012 _91504
245			_aDeterminants of brand loyalty : a cross gender study
260			_aIslamabad _bDepartment of Business Administration (Air University Main Campus) _c2012
300			_a33p. _eCD
520			_aThis research is based upon the determinants of Brand Loyalty among the two gender groups; males and females. The purpose of this study was to see that what factors have an impact on these two groups when it comes to their brand loyalty. The variables under study in this research were brand substitute, brand image, brand equity and brand awareness. A sample of 80 respondents was taken from the region of Islamabad comprising of 43 males and 37 females who knew about brands. After the analysis it was found that males were more brand loyal considering the above mentioned variables while there may be some other factors that would lead to female brand loyalty.
526			_aBBA
942			_2ddc _cSP
999			_c13496 _d13496