Empirical Study of the Impact of Brand Name on Market Performance through Sustainable Competitive Advantage and Brand Loyalty as Moderator in Pakistani Context

Abstract

This research examined the impact of sustainability based marketing asset (e.g., brand name) on market performance through the sustainable competitive advantage and with the moderating effect of brand loyalty. The data was collected from 360 respondents who were customers of hotels/restaurants, on likert scale from 1= strongly disagree to 5 = strongly agree that was used to empirically test the hypotheses. Primarily the current research is carried out to know the relationship among the brand name, brand loyalty, sustainable competitive advantage and market performance in Pakistani hotel/restaurants industry. The current research is conducted through questionnaire-based survey from individuals who were the customers of hotel/restaurants in Pakistan. Structural equation modeling technique is adopted through AMOS version 23. The results of the research show that sustainable competitive advantage partially mediates the relationship between brand name and market performance and brand loyalty moderates the relationship between sustainable competitive advantage and market performance. The results of this research are beneficial for the service industry and help the marketers in formulating their marketing strategies to attract the more and more customers toward service industry. In addition, according to researcher knowledge sustainable competitive advantage was not studied as a mediator between sustainability-based marketing asset (e.g., brand name) and market performance and brand loyalty as a moderator between sustainable competitive advantage and market performance before this study.