期刊名称：Arabian Journal of Business and Management Review
电子版ISSN：2223-5833
出版年度：2014
卷号：3
期号：6
出版社：Sohar University, Oman and American University of Kuwait
摘要：The purpose of this research study is to investigate the relationship of brand credibility and consumer loyalty with the indirect effect of attitude towardsbrand as mediator. Mainly, the study was conducted in the service sector by taking a prominent sectors food sector. To represent food service sector Pizza Hut was chosen.Sample of study was college/ sub campuses students and staff members from banking institutions in D. G. Khan. Different statistical techniques were used like factor loading (As a data reduction technique), Reliability analysis (To check the consistency among the different questions of a variable), Descriptive statistics (To check the central tendency), Correlation analysis (To check the relationship among variables) and regression analysis including model summary and ANOVA (To check the cause and effect relationship among variables). Results found that brand credibility and consumer loyalty are the most significant factors. Furthermore attitude towards brand as mediator plays a significant role
