The Effect of Antecedent Variables on Brand Loyalty Intentions in Context of Mobile Service Industry of Pakistan

Academic Paper from the year 2018 in the subject Communications - Public Relations Advertising Marketing Social Media grade: 4.0 Iqra University course: Thesis 1 & 2 language: English abstract: Customer equity this notion was first introduced by in which they argued that the companies and organizations should considered customers as their any other financial asset and like other financial assets they should also be measured and maximized by the management. Later came up with the study on the same topic in more deeper perspective and states the definition of customer equity by uttering that it is life time values which are discounted of the customers who belongs directly with the company and it is an outline which represents the main business of the firm that is their key business which separates the identity of the company from others to its customers. The customer equity drivers or retention equity drivers are consist of value brand and relationship equity. These customers' equity drivers be contingent upon customer's perception and attitude the brand. In terms of Value equity the customer's perceptions and attitude represents the rational and unbiased situation of the service or a product which is mainly grounded upon the perception and attitude of the customers towards price of the product or service its quality and luxury that the customer can enjoy in the market availability of product and service. In terms of Brand equity the situation is other way around brand equity shows the personal as well as immaterial point of view of the customer and their attitude towards the available product and service in the market. The inner feeling and attitudes of the customer towards the company's product or service are insubstantial the brand equity shows the sensitive attachment of customer with the product or service and irrational situation of the market availability which associates the customer with the brand or position of the market. As discussed