DefinePK

Abstract

The purpose of this study is to investigate the relationship of brand experience and brand image with brand loyalty of customers. The proposed model is conceptualized in context of Pakistan aviation sector. Brand loyalty is viewed as strengthen of relationship between brand and customers. Here an attempt made to probe into behavior of customers’ preference to buy services repeatedly. The investigation of this study highlights the factors which compels customers to be loyal with brand.  In aviation sector of Pakistan, the issue of brand loyalty has been observed and valuable suggestion being provided to cop this issue. The theoretical framework will help future researcher to get better understand of constructs and base to apply in other services contexts.