BRAND VALIDITY AND ITS IMPACTS ON BRAND VALUE, CUSTOMER PATRONAGE AND SOCIAL INSPIRATION: AN EMPIRICAL PERSPECTIVE

Investigation of the present study includes brand validity effects on brand value and customer patronage, through mediating the brand value to social inspiration. Study then took empirical investigation where two hundred and eighty-five (285) valid responses were measured. Different sources were used in order to collect data, such as physical channel were used and randomly respondents were picked up, also online link created for data collection and spread it on social media. Since the study mainly took place in Saudi Arabia, therefore both the languages English and Arabic were used for the convenience of the respondents. Total counted constructs were four, and five hypotheses were developed. To measure the construct items, Statistical Package for Social Sciences was used. Findings of the study shows the significant relationships among the considered constructs. For instance, brand validity has positive impact on brand value and customer patronage, brand value has positive impact on customer patronage, brand value has positive impact on social inspiration, and social inspiration has positive impact on customer patronage.