PRIMA: Practices and Research in Marketing

2013 | Volume 3 | Issue Issue 2

Effect of Brand Trust, Brand Affect and Brand Image on Customer Brand Loyalty and Consumer Brand Extension Attitude in FMCG Sector

1. Nischay K. Upamannyu – Prestige Institute of Management, Gwalior, India

2. Garima Mathur – Prestige Institute of Management, Gwalior, India

Received
- 		Accepted
- 		Published
17-May-2013
Abstract
In this research article we have examined the Effect of Brand Trust, Brand Affect and Brand image on Customer brand loyalty and also cause and effect relationship is established between customer brand loyalty and consumer brand extension attitude in context of FMCG sector. The data was collected from 300 customer of FMCG sector at Gwalior City of Central India. Results are analyzed through Multivariate analysis (MANCOVA). Linear regression was also applied between independent variable and dependent variable.
Keywords Brand Trust, Brand affect, Brand Image, Brand Loyalty and Brand Extension Attitude.
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