Academy of Contemporary Research Journal

Mediation Effect of Satisfaction and Brand Switching: Relationship between
Brand Quality and Brand Performance

Shamikh Siddiqui
Al Khawarizmi International College , Abu Dhabi,UAE
Sehrish Javed
Unilever, Pakistan

Abstract:
This research paper concentrates on the impact of brand quality on the brand performance with the double mediating factor of brand satisfaction and brand switching in the telecommunication sector of Pakistan. Pakistan telecommunication industry is saturated and there is immense and tough competition between all brands. Survey is conducted from the customer of telecommunication industry. Data were collected by using questionnaire method, at 7-point likert scale from 136 respondents. Reliability test shows that data were significant at 0.7 levels. Regression and correlation has been tested and regression analysis proved that all hypotheses are accepted. Results shows that if brand is not providing quality to it customer then customer will not be satisfied and can easily switch to other brands available in the market which have tragic effect on the brand performance.

Key words: Brand quality, satisfaction, brand switching, brand performance.