{"id":"https://openalex.org/W2913487553","doi":"https://doi.org/10.31384/jisrmsse/(2018).16.2.3","title":"Brand Resonance as a Driver of Customer Retention: Empirical Evidence from Microfinance Banks of Pakistan","display_name":"Brand Resonance as a Driver of Customer Retention: Empirical Evidence from Microfinance Banks of Pakistan","publication_year":2018,"publication_date":"2018-12-31","ids":{"openalex":"https://openalex.org/W2913487553","doi":"https://doi.org/10.31384/jisrmsse/(2018).16.2.3","mag":"2913487553"},"language":"en","primary_location":{"id":"doi:10.31384/jisrmsse/(2018).16.2.3","doi":"https://doi.org/10.31384/jisrmsse/(2018).16.2.3","is_oa":true,"landing_page_url":"https://doi.org/10.31384/jisrmsse/(2018).16.2.3","pdf_url":"http://jisr.szabist.edu.pk/JISR-MSSE/Publication/2018/16/2/Brand_Resonance_as_a_Driver_of_Customer_Retention.pdf","source":{"id":"https://openalex.org/S4210237911","display_name":"JISR management and social sciences & economics","issn_l":"1998-4162","issn":["1998-4162","2616-7476"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":"https://openalex.org/I36448004","host_organization_name":"Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology","host_organization_lineage":["https://openalex.org/I36448004"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"JISR management and social sciences &amp; economics","raw_type":"journal-article"},"parent_works":[],"lineage":["https://openalex.org/W2913487553"],"child_works_count":0,"type":"article","is_traditional":true,"indexed_in":["crossref","datacite","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"http://jisr.szabist.edu.pk/JISR-MSSE/Publication/2018/16/2/Brand_Resonance_as_a_Driver_of_Customer_Retention.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5084716046","display_name":"Rukhsana Gul","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I45164037","display_name":"Shah Abdul Latif University","ror":"https://ror.org/02s232b27","country_code":"PK","type":"education","lineage":["https://openalex.org/I45164037"]},{"id":"https://openalex.org/I68288478","display_name":"Sukkur IBA University","ror":"https://ror.org/03e5jvk98","country_code":"PK","type":"education","lineage":["https://openalex.org/I68288478"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Rukhsana Gul","raw_affiliation_strings":["Shah Abdul Latif University Khairpur, Khairpur","Sukkur IBA University, Sukkur"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Shah Abdul Latif University Khairpur, Khairpur","institution_ids":["https://openalex.org/I45164037"]},{"raw_affiliation_string":"Sukkur IBA University, Sukkur","institution_ids":["https://openalex.org/I68288478"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5036587702","display_name":"Rehman Gul Gilal","orcid":"https://orcid.org/0000-0002-6727-7616","observed_orcids":["https://orcid.org/0000-0002-6727-7616"]},"institutions":[{"id":"https://openalex.org/I45164037","display_name":"Shah Abdul Latif University","ror":"https://ror.org/02s232b27","country_code":"PK","type":"education","lineage":["https://openalex.org/I45164037"]},{"id":"https://openalex.org/I68288478","display_name":"Sukkur IBA University","ror":"https://ror.org/03e5jvk98","country_code":"PK","type":"education","lineage":["https://openalex.org/I68288478"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Rehman Gul","raw_affiliation_strings":["Shah Abdul Latif University Khairpur, Khairpur","Sukkur IBA University, Sukkur"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Shah Abdul Latif University Khairpur, Khairpur","institution_ids":["https://openalex.org/I45164037"]},{"raw_affiliation_string":"Sukkur IBA University, Sukkur","institution_ids":["https://openalex.org/I68288478"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5081878047","display_name":"Faheem Gul Gilal","orcid":"https://orcid.org/0000-0002-7635-7642","observed_orcids":["https://orcid.org/0000-0002-7635-7642","https://orcid.org/0009-0001-2057-4517"]},"institutions":[{"id":"https://openalex.org/I68288478","display_name":"Sukkur IBA University","ror":"https://ror.org/03e5jvk98","country_code":"PK","type":"education","lineage":["https://openalex.org/I68288478"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Faheem Gul","raw_affiliation_strings":["Sukkur IBA University, Sukkur"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sukkur IBA University, Sukkur","institution_ids":["https://openalex.org/I68288478"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5057201860","display_name":"Naeem Gul Gilal","orcid":"https://orcid.org/0000-0001-8761-3093","observed_orcids":["https://orcid.org/0000-0001-8761-3093"]},"institutions":[{"id":"https://openalex.org/I126131087","display_name":"University of Sindh","ror":"https://ror.org/01d692d57","country_code":"PK","type":"education","lineage":["https://openalex.org/I126131087"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Naeem Gul","raw_affiliation_strings":["University of Sindh, Jamshoro"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Sindh, Jamshoro","institution_ids":["https://openalex.org/I126131087"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.346,"has_fulltext":true,"cited_by_count":5,"citation_normalized_percentile":{"value":0.71937827,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":97},"biblio":{"volume":"16","issue":"2","first_page":"35","last_page":"48"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.9585000276565552,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.9585000276565552,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.028999999165534973,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0031999999191612005,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-resonance","display_name":"brand resonance","score":0.9990000128746033},{"id":"https://openalex.org/keywords/customer-retention","display_name":"customer retention","score":0.9990000128746033},{"id":"https://openalex.org/keywords/microfinance-banks","display_name":"microfinance banks","score":0.9319999814033508},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.9959999918937683},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.9879999756813049},{"id":"https://openalex.org/keywords/customer-attachment","display_name":"customer attachment","score":0.9980000257492065},{"id":"https://openalex.org/keywords/sense-of-community","display_name":"sense of community","score":0.9890000224113464},{"id":"https://openalex.org/keywords/microfinance-clients","display_name":"microfinance clients","score":0.628000020980835},{"id":"https://openalex.org/keywords/pakistan","display_name":"Pakistan","score":0.7519999742507935}],"concepts":[{"id":"https://openalex.org/C101276457","wikidata":"https://www.wikidata.org/wiki/Q5196474","display_name":"Customer retention","level":4,"score":0.8868223428726196},{"id":"https://openalex.org/C31367271","wikidata":"https://www.wikidata.org/wiki/Q5196444","display_name":"Customer advocacy","level":4,"score":0.6981021761894226},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.6842603087425232},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6744225025177002},{"id":"https://openalex.org/C53100981","wikidata":"https://www.wikidata.org/wiki/Q5196454","display_name":"Customer equity","level":5,"score":0.6188679337501526},{"id":"https://openalex.org/C77197577","wikidata":"https://www.wikidata.org/wiki/Q17009646","display_name":"Customer delight","level":5,"score":0.6126105189323425},{"id":"https://openalex.org/C146897074","wikidata":"https://www.wikidata.org/wiki/Q1932925","display_name":"Loyalty business model","level":4,"score":0.6054710149765015},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5978426933288574},{"id":"https://openalex.org/C191511416","wikidata":"https://www.wikidata.org/wiki/Q999278","display_name":"Customer satisfaction","level":2,"score":0.5917907357215881},{"id":"https://openalex.org/C57660159","wikidata":"https://www.wikidata.org/wiki/Q5196460","display_name":"Customer intelligence","level":5,"score":0.5545769333839417},{"id":"https://openalex.org/C63207073","wikidata":"https://www.wikidata.org/wiki/Q1076010","display_name":"Customer to customer","level":5,"score":0.5416354537010193},{"id":"https://openalex.org/C28129649","wikidata":"https://www.wikidata.org/wiki/Q926217","display_name":"Microfinance","level":2,"score":0.41446229815483093},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3432600498199463},{"id":"https://openalex.org/C140781008","wikidata":"https://www.wikidata.org/wiki/Q1221081","display_name":"Service quality","level":3,"score":0.15077033638954163},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.08973202109336853},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.08196797966957092},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.05422183871269226},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.0},{"id":"https://openalex.org/C50522688","wikidata":"https://www.wikidata.org/wiki/Q189833","display_name":"Economic growth","level":1,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0}],"mesh":[],"locations_count":4,"locations":[{"id":"doi:10.31384/jisrmsse/(2018).16.2.3","doi":"https://doi.org/10.31384/jisrmsse/(2018).16.2.3","is_oa":true,"landing_page_url":"https://doi.org/10.31384/jisrmsse/(2018).16.2.3","pdf_url":"http://jisr.szabist.edu.pk/JISR-MSSE/Publication/2018/16/2/Brand_Resonance_as_a_Driver_of_Customer_Retention.pdf","source":{"id":"https://openalex.org/S4210237911","display_name":"JISR management and social sciences & economics","issn_l":"1998-4162","issn":["1998-4162","2616-7476"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":"https://openalex.org/I36448004","host_organization_name":"Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology","host_organization_lineage":["https://openalex.org/I36448004"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"JISR management and social sciences &amp; economics","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:04d4823f25734ec99fe9f8dd0dbf6900","doi":null,"is_oa":false,"landing_page_url":"https://doaj.org/article/04d4823f25734ec99fe9f8dd0dbf6900","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"JISR Management and Social Sciences & Economics, Vol 16, Iss 2 (2018)","raw_type":"article"},{"id":"doi:10.60692/7ja9c-14q30","doi":"https://doi.org/10.60692/7ja9c-14q30","is_oa":true,"landing_page_url":"https://doi.org/10.60692/7ja9c-14q30","pdf_url":null,"source":{"id":"https://openalex.org/S7407051682","display_name":"Greater South Information System","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article-journal"},{"id":"doi:10.60692/hre8r-6wz34","doi":"https://doi.org/10.60692/hre8r-6wz34","is_oa":true,"landing_page_url":"https://doi.org/10.60692/hre8r-6wz34","pdf_url":null,"source":{"id":"https://openalex.org/S7407051682","display_name":"Greater South Information System","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article-journal"}],"best_oa_location":{"id":"doi:10.31384/jisrmsse/(2018).16.2.3","doi":"https://doi.org/10.31384/jisrmsse/(2018).16.2.3","is_oa":true,"landing_page_url":"https://doi.org/10.31384/jisrmsse/(2018).16.2.3","pdf_url":"http://jisr.szabist.edu.pk/JISR-MSSE/Publication/2018/16/2/Brand_Resonance_as_a_Driver_of_Customer_Retention.pdf","source":{"id":"https://openalex.org/S4210237911","display_name":"JISR management and social sciences & economics","issn_l":"1998-4162","issn":["1998-4162","2616-7476"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":"https://openalex.org/I36448004","host_organization_name":"Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology","host_organization_lineage":["https://openalex.org/I36448004"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"JISR management and social sciences &amp; economics","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2913487553.pdf","grobid_xml":"https://content.openalex.org/works/W2913487553.grobid-xml"},"referenced_works_count":35,"referenced_works":["https://openalex.org/W1484864026","https://openalex.org/W1488421375","https://openalex.org/W1563736794","https://openalex.org/W1810358220","https://openalex.org/W1857827794","https://openalex.org/W1973849164","https://openalex.org/W1977775666","https://openalex.org/W1983364918","https://openalex.org/W1997254581","https://openalex.org/W2015443460","https://openalex.org/W2015864932","https://openalex.org/W2020247355","https://openalex.org/W2035082539","https://openalex.org/W2057324953","https://openalex.org/W2069809895","https://openalex.org/W2071666535","https://openalex.org/W2096341672","https://openalex.org/W2097509383","https://openalex.org/W2099043863","https://openalex.org/W2115612291","https://openalex.org/W2122912498","https://openalex.org/W2128068758","https://openalex.org/W2135856408","https://openalex.org/W2153674408","https://openalex.org/W2154273558","https://openalex.org/W2166032900","https://openalex.org/W2318223175","https://openalex.org/W2327665041","https://openalex.org/W2587039262","https://openalex.org/W2806909638","https://openalex.org/W3121958491","https://openalex.org/W4235678817","https://openalex.org/W4237333733","https://openalex.org/W4243489176","https://openalex.org/W6755708993"],"related_works":["https://openalex.org/W4324029295","https://openalex.org/W2955718733","https://openalex.org/W7129662943","https://openalex.org/W3035375326","https://openalex.org/W4403796199","https://openalex.org/W7089280532","https://openalex.org/W4362555467","https://openalex.org/W315036175","https://openalex.org/W7161836968","https://openalex.org/W7131281406"],"abstract_inverted_index":{"Customer":[0],"retention":[1,50,78],"is":[2],"recognized":[3],"as":[4],"key":[5],"to":[6,15,29,68,75,109],"achieving":[7],"long-term":[8],"business":[9],"success.":[10],"However,":[11],"in":[12,55,79,96,145],"a":[13,125],"quest":[14],"increase":[16],"customer":[17,24,31,40,49,77,122,130,134,136,162],"retention,":[18,131],"marketing":[19,57],"scholars":[20],"overwhelmingly":[21],"focused":[22],"on":[23,48,129,161],"satisfaction,":[25],"trust,":[26],"and":[27,44,98,138,152],"commitment":[28],"fuel":[30],"retention.":[32,163],"Whereas,":[33],"the":[34,56,64,70,80,111,147,156],"influence":[35],"of":[36,46,72,94,101,117,140,158],"brand":[37,73,159],"resonance":[38,74,160],"(e.g.,":[39],"engagement,":[41],"attachment,":[42,137],"loyalty,":[43,135],"sense":[45,139],"community)":[47],"has":[51],"been":[52],"surprisingly":[53],"ignored":[54],"literature.":[58],"To":[59,83],"address":[60],"this":[61,85,118],"knowledge":[62],"gap,":[63],"present":[65],"study":[66,119],"aims":[67],"highlight":[69],"importance":[71],"determine":[76],"microfinance":[81,95],"sector.":[82],"meet":[84],"end,":[86],"we":[87,143],"involved":[88],"(n":[89],"=":[90],"407)":[91],"existing":[92],"clients":[93],"urban":[97],"rural":[99],"areas":[100],"Pakistan.":[102],"Structural":[103],"equation":[104],"modeling":[105],"technique":[106],"was":[107],"used":[108],"validate":[110],"proposed":[112],"theoretical":[113],"model.":[114],"The":[115],"results":[116],"show":[120],"that":[121],"engagement":[123],"had":[124],"strongest":[126],"positive":[127],"effect":[128,157],"followed":[132],"by":[133],"community.":[141],"Finally,":[142],"discuss":[144],"depth":[146],"limitations,":[148],"future":[149],"research":[150],"opportunities,":[151],"managerial":[153],"implications":[154],"for":[155]},"counts_by_year":[{"year":2025,"cited_by_count":3},{"year":2024,"cited_by_count":1},{"year":2020,"cited_by_count":1}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2019-02-21T00:00:00"}
