The Role of Brand Determinants in Maintaining Long-Term Customer Relationships with Branded Product

The abstract of the study provides a concise overview of the research conducted on brand determinants
and their role in maintaining long-term customer relationships with the product brand. This study aimed
to explore various aspects such as brand awareness, brand positioning, brand association, brand image,
brand trust, brand loyalty, and brand reputation. Through a comprehensive literature review and analysis
of data collected from a sample size of 217 respondents using a questionnaire survey method, valuable
insights were gained into how these key factors contribute to building strong customer-brand
relationships over time. The findings highlighted the significance of effective brand management in
nurturing positive associations between customers and brands. It was observed that years of relationship
with a particular branded product significantly influenced customers' perceptions and loyalty towards
that specific brand. Moreover, this study identified areas where improvements can be made in terms of
enhancing branding strategies to better meet customer expectations. The recommendations derived from
this research can serve as insightful guidelines for marketers aiming to strengthen their brands and
cultivate lasting connections with their target audience