Investigating the Influence of Brand on Customer Loyalty, a Study in B2B Marketing

The present research aims to study the influence of brand on customer loyalty in B2B marketing related to pump and compressor industry. So research hypotheses were proposed to examine the relationship between customer loyalty and the six construct of satisfaction, value, resistance to change, affect and trust and brand equity. As a test sample of the research a total of 160 questionnaires were distributed to respondent and 144 questionnaires were found to be usable in this study. Collected data were tested using SPSS software program. The findings indicated that among the effective constructs of brands on customer loyalty, the relationship of brand equity and trust with both the behavioral and attitudinal loyalty is highly significant. Therefore the managers and executives must focus more on brand equity and trust to support customer loyalty. Considering the limitations of this research, some cautions should be considered in the generalization of its results just like other studies. Future research can identify those factors that influence customer loyalty and not considered in this study and it is possible to compare the influence of brands on the customer loyalty in different cultures and different industries.