Building Brand Image and Loyalty: The Role of Customer Satisfaction and Engagement
Maheera Khan,
Mobina Farasat,
Rabia Aslam
et al.
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 m… Show more
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