POWER OF BRAND AWARENESS IN GENERATING LOYALTY AMONG YOUTH THROUGH REPUTATION, CUSTOMER ENGAGEMENT AND TRUST

Despite the growing interest in brand awareness for enhancing loyalty among mobile phone users, there is limited empirical evidences that focuses on contingencies of how brand awareness can enhance the brand loyalty. This work focused on the role of brand awareness in creating loyalty through process mediation of brand reputation, customer engagement, and brand trust. Selfadministered questionnaires are used to collect the data from 356 young mobile users through online survey and personal visits. These results indicated that brand awareness enhances the loyalty of mobile users. Furthermore, the link between the brand awareness and the loyalty is fully meditated through brand reputation, customer engagement and brand trust. The mediating mechanism is significantly proved individually as well as through the process mediation. The findings of the study make a significant contribution in branding literature by providing a comprehensive model which will help the brand managers and mobile companies to understand the value of brand reputation, customer engagement and trust towards the specific brand.