ENGLISH 2 THE IMPACT OF BRAND RELIGIOSITY AURA AND BRAND EMOTIONAL BOND ON BRAND PERSONALITY AND BRAND LOYALTY: PAKISTAN ISLAMIC BANKING IN FOCUS

Abstract

The study has focused on Brand Religiosity Aura and Emotional Bonding with the Brand and measured its impact on Consumer loyalty towards brands with the mediating effect of Brand Personality in the Pakistani Islamic Banking Perspective. Quantitative, explanatory and correlational study was designed with the purpose of examining the phenomenon and collected 316 sample questionnaires from the consumers of Islamic banks of Pakistan. The study has used convenience sampling technique and PLS SEM as data analysis technique for results and findings. The result of this study concluded that brand emotional bond has a significant impact on brand loyalty. Moreover, the result of this study concluded that brand personality and brand religiosity aura have significant impact on brand loyalty. However, the result of this study concluded that brand religiosity aura has a significant impact on brand emotional bond and brand personality.