Impact of Locus of Control on Brand Loyalty in the Adults of Karachi, Pakistan


  • Farhan Kamrani Assistant Professor, Department of Psychology, University of the Karachi, Karachi, Pakistan.
  • Farrukh Kamrani MPhil Scholar, Department of Mass Communication, University of the Karachi, Karachi, Pakistan.
  • Nabila Kamrani Facilitator, Franklin Covey Education, Karachi, Pakistan.



Brand Loyalty, Consumer Behavior, Locus of Control


The current study was an attempt to investigate the relationship between locus of control and brand loyalty. To know the predictive relationship between these variables, a stratified sample of 400 adult participants (200 male, 200 female) aged between 20-40 years was asked to complete scales for measuring the locus of control scale (Levenson, 1973) and brand loyalty scale (Sheth et al., 1999). Simple linear regression analysis reveals that locus of control (internal or external) is a significant predictor of brand loyalty. If the internal locus of control is higher in an individual, their brand loyalty will subsequently be less or decreased. External locus of control would mean higher brand loyalty.


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How to Cite

Kamrani, F., Kamrani, F., & Kamrani, N. (2023). Impact of Locus of Control on Brand Loyalty in the Adults of Karachi, Pakistan. Journal of Professional & Applied Psychology, 4(4), 523–530.