Impact of Locus of Control on Brand Loyalty in the Adults of Karachi, Pakistan
DOI:
https://doi.org/10.52053/jpap.v4i4.241Keywords:
Brand Loyalty, Consumer Behavior, Locus of ControlAbstract
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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