• Dr. Karuna K

Brand loyalty is critical in maintaining a competitive edge in the marketplace. However, consumer confusion, arising from various factors such as complex product offerings, similar brand names, or overwhelming information, can undermine this loyalty. This study examines the relationship between consumer confusion and brand loyalty by analysing a sample of 50 consumers. The findings reveal a significant inverse relationship between consumer confusion and brand loyalty, suggesting that reducing confusion is essential for fostering and maintaining customer loyalty.

Brand Loyalty, Consumer Confusion, Consumer, Brand, Consumer satisfaction

"The Impact of Consumer Confusion on Brand Loyalty", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 8, page no.f298-f301, August-2024, Available :http://www.jetir.org/papers/JETIR2408533.pdf

"The Impact of Consumer Confusion on Brand Loyalty", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 8, page no. ppf298-f301, August-2024, Available at : http://www.jetir.org/papers/JETIR2408533.pdf