THE EFFECT OF CONSERVATISM–AUTONOMY CULTURAL VALUES ON UNIVERSITY AWARENESS, IMAGE, AND STUDENT LOYALTY: A QUALITATIVE PHENOMENOLOGICAL STUDY

Abstract

The study aimed at the cultural effect on brand management and customer loyalty. Brand management further consists of Brand image and brand awareness. Moreover, conservatism as a major theme of culture is considered. The study was empirical in nature. The interviews were conducted from students and faculty of two universities. The study addressed brand image, brand awareness and customer loyalty in cultural context. The respondents were asked about the cultural effect on the relationship of brand management and customer loyalty. The awareness and image may be made in accordance with cultural theme conservatism of people of Pakistan to increase customer loyalty. All the themes of conservatism-autonomy, awareness, image, bond, active passions, hobby, and loyalty reflected trustworthiness and rigor. The current research findings help universities to manage their branding coherent with cultural values. The study may be used in future in other industries and sectors with non-student samples.  The result shows that theme of conservatism effecting relation of awareness and image with student loyalty. New themes bond (association), active passions, and hobby emerged.