Forming a Model of Brand Loyalty Development - An Empirical Study of Pakistani Consumer Market

Brand loyalty is an important component of enterprise marketing strategy. The development of a brand name entails a complex structure which must be understood in order to build a string brand. This study aims to analyze the effect of four major constructs of manufacturing, innovation, service and marketing on the development of brand loyalty. The study is based on the factors affecting youth of Pakistan in their loyalty towards certain brands. The results of the study highlight that manufacturing quality of garments does not affect the loyalty attitude of consumers. However, the constructs of innovation, service and marketing have a strong impact on brand loyalty development.