Authors: Jamuna Prasad Vishwakarma
Abstract: The study titled “Brand Loyalty and Its Impact on Repeat Purchase Behavior” examines how customer loyalty influences consumers’ repeated buying decisions in competitive markets. Brand loyalty is an important marketing concept that helps organizations build long-term customer relationships through trust, satisfaction, emotional attachment, and consistent brand performance. The study also explores factors such as brand trust, perceived consistency, promotional influence, product availability, and switching resistance that affect customer loyalty and purchasing behavior. A quantitative research methodology was adopted using a structured questionnaire based on a 5-point Likert scale. Data was collected from 210 respondents through purposive sampling and analyzed using descriptive statistics, regression, ANOVA, and reliability analysis with SPSS software. The findings revealed a significant positive relationship between brand loyalty and repeat purchase behavior. Promotional influence and switching resistance emerged as strong predictors of repeat purchases, while brand trust and perceived consistency significantly influenced customer loyalty. The study concludes that organizations should focus on customer satisfaction, trust, consistent product quality, and effective promotional strategies to strengthen brand loyalty, improve customer retention, and achieve long-term business growth in competitive markets.
DOI: http://doi.org/10.5281/zenodo.20392268
