No abstract

The Purpose of the study was to investigate the effect of brand image benefit on customer satisfaction and Loyalty intention directly and indirectly based upon hypothetical model in the current study for a cosmetic brand (Fair lovely) at Gwalior (M.P) in India. The measures were reconstructed and re-standardized to make it suitable for the purpose of the study. Numbers of factors were identified through exploratory factor analysis for all the variables.  The results of multiple regression revealed that there is a strong positive relationship between brand image and loyalty intention, While, the relationship between customer satisfaction and loyalty intention was found to be less weak. This indicates that there might be a mediation effect of customer satisfaction between brand image and loyalty intention. For evaluating the mediation effect Sobel test was applied and the result of the Sobel test was found to be positive. Hence, a mediating effect of customer satisfaction was found between Brand Image and Loyalty Intention. The measure of brand image was constituted of Functional, Social, Symbolic, experiential and appearance enhance. A survey was carried out on 200 respondents. The results also indicated that overall satisfaction does influence customers' loyalty which implies that marketers should focus on brand image benefits to achieve customer loyalty.

In the era of Marketing 4.0, where customers and companies interact online as well as offline, an immense need to understand the actions and reactions of a potential customer is generated. The expectation of the customer is sure to rise in the time ahead. There are challenges for organizations to prove their sustainability with all this. Among all challenges, developing loyalty among customers remains foremost, keeping into consideration the supremacy of customer loyalty (CL) in influencing other customers by using word of mouth (WOM). Organizations strategically use many tools to maintain a positive WOM and its image, that is, corporate image (CI) and brand image (BI) lead the confrontation. This article reveals that people are very rational while buying durables. The customer evaluates the CI and BI differently to buy high-priced and low-priced electronic products, which is a price-sensitive industry. The finding indicates that CI and BI have a significant impact on CL and WOM in the case of both high-priced and low-priced products, with a strong distinction in their intensity. Organizations must understand the presence of variation, as a loyal customer is the right source of positive WOM. Furthermore, the contribution of gender towards CL, BI and WOM is not seen, but is present in CI. Thus, the study provides new phenomena for using CI and BI as marketing tools to improve CL and WOM.

Abstract-This

No abstract