Article: An empirical study of the role of brand quality and loyalty in driving market development in Pakistan Journal: International Journal of Productivity and Quality Management (IJPQM) 2026 Vol.47 No.2 pp.168 - 185 Abstract: Market growth in Pakistan is not empirically investigated regarding brand evangelism, brand quality, and brand loyalty. There is a need to understand the impact of brand evangelism, brand quality, and brand loyalty on the Pakistani market. Such research could help companies better understand how to grow their market share in the country. Additionally, it could help inform strategies to increase brand loyalty and create a more competitive marketplace. Evangelism is the most cost-effective solution that, if implemented, will assist developing country markets in managing growth effects. If this solution can be implemented, it will help. This model was implemented after conducting an exhaustive review of the relevant literature. Data from customers in the twin cities were gathered to conduct empirical research, and Smart PLS was utilised to evaluate the path model. According to the findings, vengeance and loyalty are not synonymous. In the relevant parts of this study, fruitful analyses are offered to allow academics and market strategists to benefit from this approach. Inderscience Publishers - linking academia, business and industry through research

Title: An empirical study of the role of brand quality and loyalty in driving market development in Pakistan

Authors: Javeria Shabbir; Norazah Mohd Suki

Addresses: Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia, Sintok, Malaysia ' Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia, Sintok, Malaysia; Institute of Sustainable, Growth and Urban Development (ISGUD), Universiti Utara Malaysia, Sintok, Malaysia; Institute for Biodiversity and Sustainable Development (IBSD), Universiti Teknologi MARA, Shah Alam, Malaysia

Abstract: Market growth in Pakistan is not empirically investigated regarding brand evangelism, brand quality, and brand loyalty. There is a need to understand the impact of brand evangelism, brand quality, and brand loyalty on the Pakistani market. Such research could help companies better understand how to grow their market share in the country. Additionally, it could help inform strategies to increase brand loyalty and create a more competitive marketplace. Evangelism is the most cost-effective solution that, if implemented, will assist developing country markets in managing growth effects. If this solution can be implemented, it will help. This model was implemented after conducting an exhaustive review of the relevant literature. Data from customers in the twin cities were gathered to conduct empirical research, and Smart PLS was utilised to evaluate the path model. According to the findings, vengeance and loyalty are not synonymous. In the relevant parts of this study, fruitful analyses are offered to allow academics and market strategists to benefit from this approach.

Keywords: evangelism; quality; loyalty; market growth; Pakistan.

DOI: 10.1504/IJPQM.2026.151781

International Journal of Productivity and Quality Management, 2026 Vol.47 No.2, pp.168 - 185

Received: 14 May 2023
Accepted: 04 Aug 2023
Published online: 19 Feb 2026 *

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Title: An empirical study of the role of brand quality and loyalty in driving market development in Pakistan

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