A STUDY OF BRANDS IN THE FOOD AND BEVERAGES INDUSTRY OF PAKISTAN 1

This research paper is an attempt to delineate on whether „the traditional development of brand loyalty in Pakistan dying?‘ is a marketing issue or not. It is written with Pakistani content and draws its root from a book „Taking Sides- Clashing Views on Controversial Issues in Marketing‟ written by Macchiette, B., & Roy, A. (2001). Taking Sides Clashing Views on Controversial Issues in Marketing. USA: McGraw- Hill/Dushkin. This research paper explores whether a difference exists between local and global brands in the Pakistani Food and Beverages Category or not where arguments are presented for and against the topic. The information is gathered from In-depth-interviews with professionals associated with 6 top brands in the Food and Beverages Category in Pakistan, data focus has been given to brand loyalty in Pakistani context. Two models of Brand Loyalty are presented using which the subsequent analysis of the case question is performed. The first of the two models to establish the concept of brand loyalty are from „Antecedents of True Brand Loyalty‟ and the second model is „The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty‟. Research was based on the findings that were generated with a limited number of brands in focus. For secondary research, data has primarily been gathered from issues of DAWN Aurora magazine - A Dawn Media Group Publications on ideas and marketing approaches in Pakistan published by Herald Publishing.