Journal of Public Administration and Governance ISSN 2161-7104 2013, Vol. 3, No. 3 www.macrothink.org/jpag 188 Influence of Brand Loyalty in Telecommunication Sector in Pakistan Naveed Anjum Research Scholar, Department of Management Sciences The Islamia University of Bahawalpur, Pakistan Muhammad Rizwan Lecturer, Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan. Email: rizwan.arshad@iub.edu.pk Mubashir Khaleeq Research Scholar, Department of Management Sciences The Islamia University of Bahawalpur, Pakistan Hafiz Muhammad Wasif Rasheed MS Scholar, Department of Management Sciences The Islamia University of Bahawalpur, Pakistan Accepted: September 13, 2013 DOI: 10.5296/jpag.v3i3.6217 Abstract Brands play a very important role in consumer markets. They bridge a relationship between the consumers and the company. Brand loyalty is a consumer’s preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in telecommunication sector of Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty. Keywords: Brand Communication, Brand Trust, Brand Loyalty, Customer Satisfaction, perceived Quality.