Effect of Brand Popularity on Customer Pre-Purchase Dissonance, Customer Satisfaction and Brand Trust: A Study of Household Appliances Industry in Pakistan

Waseem Hassan1, RizwanShabbir2, Rana Muhammad Shahid Yaqub3, Sarah Imran4.
1 NUST Business School, National University of Sciences and Technology (NUST)
2Department of Business Administration, Government College University, Faisalabad
3Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan
4Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan
waseem.hassan@nbs.nust.edu.pk, rizwanshabbir@gcuf.edu.pk, shahid.yaqubrana@gmail.com

Abstract: Customer satisfaction has always been a matter of great attention and it is compared with other theories to improve the performance of a company or a product. This study investigated effect of brand popularity on customer's pre-purchase dissonance, customer satisfaction and customer's trust towards a brand in Pakistan for household appliances. We developed an integrated theoretical framework about consumer brands of home appliances sector commonly used by the Pakistani customers. For that reason, a fully structured questionnaire from 450 respondents were collected and analyzed through uni-variate and bi-variate analyses. The results indicate that: (1) Positive brand popularity decreases the pre-purchase dissonance within the customer's mind regarding the selection of one brand among the available options and negative brand popularity increases the pre-purchase dissonance within customer's mind. (2) Positive brand popularity increases the level of customer satisfaction and negative brand popularity decreases the level of customer satisfaction. As much the brand popularity is positive as high will be customer's level of satisfaction over a particular brand. (3) Brand trust of a customer increases with positive brand popularity and decreases with negative brand popularity. (4) The customer will go in the re-thinking process as the brand popularity of the brand is negative. Thus, marketing managers should focus on brand popularity for increasing future purchase because, if word of mouth is negative, his/her trust decreases and he/she will rethink about purchase decision.

Keywords: Customer Satisfaction, Brand Popularity, Brand Trust
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