Journal

European Journal of Business and Management

ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)

Vol.6, No.14, 2014

www.iiste.org

Influence of Brand Loyalty on Consumer Repurchase Intentions

of Coca-Cola

Salman Habib, Saira Aslam

Bahauddin Zakarya University Layyah Campus, Layyah, Punjab, Pakistan

salman_mba@outlook.com

Abstract:

The purpose of this research was to check the influence of Brand Loyalty on consumer Repurchase Intentions of

Coca-Cola and also find out the factors affecting brand loyalty and repurchase intentions of Consumers. For this

purpose we conduct the survey among the students of universities. The sample consisted of 110 Students of

different universities situated in Layyah. We used Correlation technique to find out the relationship of brand

loyalty with repurchase intentions, and how brand loyalty effects the repurchase intentions of Coca-Cola.. The

finding of our research showed that that customer satisfaction and the brand image are the major factors that

affect the brand loyalty of the consumer towards any brand. And finding of our research indicates that brand

loyalty and repurchase intentions has positive relationship which means, brand loyalty influence the repurchase

intentions of consumer.

Keywords: Customer Satisfaction, Brand Image, Brand Loyalty, Repurchase Intentions

1.

Introduction

There are thousands of brand a consumer use in his life. Some of those thousands brands impress the consumer

and compete the needs and wants of the consumer and fulfill his need efficiently. So consumers are generally

Loyal with those brands which gives them highest level of satisfaction.. Every organization wants employee

commitment because it is very important for an organizational effectiveness. If the employees understand the

organizational culture properly so that there may be improvement in their performance the reason is that the

employee’s performance is the base of an organization. Most of the researched have been...