THE INFLUENCE OF PRODUCT DIFFERENTIATION ON CUSTOMER LOYALTY AND BRAND EQUITY

Abstract

Abstract Product differentiation is the specific way that one organization's products can be identified from another organization's products or services in a business. This helps in adding dedicated customers and generate brand equity. The purpose of this study is to understand and assess how product differentiation influences customer loyalty and brand equity. Sample size was 127. Data were gathered through a structured questionnaire and analyzed through correlation and regression analysis to test the subsisting relationship between the variables of the study. It was concluded that product differentiation has positive and direct relationship with customer loyalty and brand equity.