Description
Abstract
This research work is on The impact of communication on service and brand evaluation, a comparative study of Uncle Sam Supermarket and Bida Home Needs. Brands are important in the consumer markets. They are the interface between consumers and the company, and consumers may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication and service quality on building brand loyalty through brand trust. The present study explores the relationship between brand communication and service quality in a relational context with an emphasis on the understanding of the linking role of brand trust and loyalty. Overall consideration, automotive industry was selected as the relational exchange context for this research. Data were collected through random questionnaires from the randomly selected 258 consumers. The study was based on the development and administration of a self-administered survey. The findings indicate that perceptions of brand communications and service/product quality can be viewed as antecedents to brand trust, which in turn affects brand loyalty.
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