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@article{163460,
        author = {Dr. Hiren Harsora and Sampada Surve and Sudarshana Dey},
        title = {Exploring The Impact Of Brand Communication On Consumer Trust And Loyalty By Mobile Service Providers In Vadodara City},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {10},
        number = {11},
        pages = {1299-1304},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=163460},
        abstract = {This study investigates the impact of various brand communication strategies employed by major mobile service providers in India on consumers' trust and loyalty towards these brands.
Adopting a mixed-methods approach, the research combines quantitative data from a nationwide consumer survey with qualitative insights obtained through focus group discussions.The study examines a wide range of brand communication channels, including advertising campaigns across traditional and digital media, social media presence, customer service interactions, and corporate social responsibility initiatives.
The findings shed light on the relative effectiveness of different brand communication strategies in building consumer trust and driving loyalty intentions among Indian mobile consumers. The research identifies specific messaging approaches, communication channels, and brand values that resonate most strongly with this consumer segment. Furthermore, it explores the interplay between brand trust and loyalty, highlighting the mediating role of perceived service quality and brand-consumer value congruence.
},
        keywords = {Brand communication, Trust, Loyalty},
        month = {},
        }