An empirical model for brand loyalty measurement

This study attempts to develop the empirical model for measuring brand loyalty in English newspapers. The model has been developed by using factor analysis, multiple regression analysis and the analytical hierarchy process (AHP) model. It describes the results of a survey of 180 respondents in three dominant cities of India. The work focuses on the factors that influence loyalty. The model has been built based on the factors found which influence loyalty. The study also examines the loyalty behaviour of customers, especially from an Indian perspective, and measures the brand loyalty score of three major English newspapers by using the developed model, concluding with suggestions for mounting high loyalty among customers.

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