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Science, Technology and Development Vol. 37 (3), 2018
Research Article
Influence of Brand Salience, Performance, Imagery, Judgment and Feelings on Behavioral Loyalty
Naseem Ahmed Kanhar, Rehman Gul and Faheem Gul
 
Abstract: Microfinance banking is one of the most developing and emerging sectors in Pakistan since last decade. However, little is known about the branding in microfinance context. To address this gap, the present study examines the influence of brand salience, performance, imagery judgment and feelings on behavioral loyalty amongst the customers of microfinance banks in Pakistan. The data were collected from 375 existing customers of microfinance banks through survey research design. Commercial analytical software ‘SPSS 20.0’ has been used for data analysis. Descriptive as well inferential statistics techniques were applied to find out the influence of independent variables on the dependent variable. The results show that all independent variables (e.g., brand salience, performance, imagery judgment, and feelings) have a significant and positive influence on behavioral loyalty.
 
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