• Ravi Bunkar
• Dr. G.S.Lodhi
• Dr. Vikas Gupta

Brands in consumer markets are significant. They are the interface between customers and the business, and trust and loyalty to brands can be established by consumers. The goal of this study is to explore the effects of brand communication and service quality through brand confidence in building brand loyalty. In a relational context, this study examines the relationship between brand communication and service quality, with an focus on understanding the connecting role of brand trust and loyalty. Overall, the automotive industry was chosen for this analysis as the framework for relational exchange. Data was obtained from the randomly selected 258 customers via random questionnaires. The research was conducted in Turkey and was focused on the production and administration of a self-administered survey. The results suggest that brand contact and service / product quality expectations can be seen as a backdrop to brand trust, which in turn affects brand loyalty.

Brand communication, service quality, brand trust, brand loyalty

"Brand Loyalty – Customers Buying Behaviour on Soap “With Special Reference to Dove”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.537-544, June-2019, Available :http://www.jetir.org/papers/JETIR1908C69.pdf

"Brand Loyalty – Customers Buying Behaviour on Soap “With Special Reference to Dove”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp537-544, June-2019, Available at : http://www.jetir.org/papers/JETIR1908C69.pdf