Building Brand Image and Loyalty: The Role of Customer Satisfaction and Engagement

Authors

  • Maheera Khan Lahore College for Women University, Lahore, Pakistan.
  • Mobina Farasat Lahore College for Women University, Lahore, Pakistan.
  • Maryam Gull Lahore College for Women University, Lahore, Pakistan.
  • Rabia Aslam Lahore College for Women University, Lahore, Pakistan.

DOI:

https://doi.org/10.52131/pjhss.2024.v12i2.2152

Keywords:

Customer Loyalty, Brand Image, Customer Satisfaction, Customer Engagement

Abstract

This study aims to elucidate the link between brand image and customer loyalty, recognizing that customers are pivotal in securing a competitive advantage. It hypothesizes that a firm can foster customer loyalty by establishing and maintaining a favorable and positive brand image. Furthermore, this study investigates the mediating role of satisfaction and engagement in the link between brand image and loyalty. Data were gathered from patrons of Pakistan's fast-food business. Data was analyzed using SPSS. Our model is supported by the findings. Analyses of cross-sectional data from 317 customers shows that satisfaction and engagement mediate between brand image and consumer loyalty. Implications for managers are discussed, and future recommendations for research are provided.

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Author Biographies

Maheera Khan, Lahore College for Women University, Lahore, Pakistan.

MS Scholar, Department of Management Sciences

Mobina Farasat, Lahore College for Women University, Lahore, Pakistan.

Assistant Professor, Department of Management Sciences

Maryam Gull, Lahore College for Women University, Lahore, Pakistan.

Assistant Professor, Department of Management Sciences

Rabia Aslam, Lahore College for Women University, Lahore, Pakistan.

Lecturer, Department of Management Sciences

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Published

2024-05-18

How to Cite

Khan, M., Farasat, M., Gull, M., & Aslam, R. (2024). Building Brand Image and Loyalty: The Role of Customer Satisfaction and Engagement. Pakistan Journal of Humanities and Social Sciences, 12(2), 1028–1037. https://doi.org/10.52131/pjhss.2024.v12i2.2152