Brand Loyalty and the Mediating Roles of Brand Image and Customer Satisfaction
Abstract
In the present competitive era, firms can’t develop and maintain a competitive edge based on physical features. Therefore, most firms use intangible aspects like brand image, which enhances customer satisfaction and promotes a sustainable relationship with customers. Given its importance, most firms focus on building and maintaining their brand image. Because of its importance, we have developed a conceptual framework that has five direct relationships and three indirect relationships. The scope of the study was focused on the branded apparel industry (J.dot). The questionnaire was administered to private universities of Karachi. We contacted 400 respondents, and 387 responded. We found that brand image does not affect brand loyalty, which is inconsistent with earlier studies. On the contrary, we found that customer satisfaction and perceived quality is positively associated with brand loyalty. Brand image and perceived quality affect customer satisfaction and brand image. Moreover, brand image does not mediate the perceived quality and brand loyalty relationship. However, customer satisfaction mediates the brand image and brand loyalty relationship. The implication for the marketers was drawn from the results. This study was limited to the J.dot apparel brand. Future studies can be carried out in other domains. The study was restricted to one city. Future studies may extend it to other cities and other countries. A comparative review may bring further insight into the brand-related elements.Keywords: Brand image, brand loyalty, perceived quality, customer satisfaction.References
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