The Impact of Brand Image on Customer Loyalty: An Applied Study in Istanbul

Abstract

The worldwide scale of markets has witnessed a lot of challenges in the production and marketing of consumer goods. As a result of the openness to the international markets, most companies are bound to take decisions, not just in terms of distribution network and place of production, and pricing policies, but likewise in terms of brand image. This study is geared at explaining the relationship between brand image and customer loyalty, and the impact of brand image on customer loyalty. Within the context of this study, brand image is used as the independent variable, while customer loyalty is used as the independent variable. Out of 200 questionnaires administered to people, this study is based on the answers from 150 respondents of a valid questionnaire that is employed as a data collection instrument. Correlation analysis was used to analyze the relationship existing between the variables, while regression analysis is also performed to examine the impact of brand image on customer loyalty. The result show that brand image significantly affects customer loyalty, and there are correlated. Therefore, it is recommended that companies should take into consideration on improving and/or building of brand image so that they can be more competent and increase their market share thereby successfully achieving customer loyalty, likewise satisfaction. Keywords: customer loyalty, brand image, customer satisfaction DOI: 10.7176/JMCR/85-06 Publication date: April 28 th 2022