Mediating Role Of Loyalty: Analyzing The Influence Of Brand Image, Attitude, And Association On Customer Satisfaction

Abstract

This study explores the intricate relationships between brand-related variables—Image, Attitude, Association—and their collective influence on Customer Loyalty and Satisfaction. Using a sample of 400 respondents, the study employs mediation analysis to investigate the direct and indirect effects of these variables on customer satisfaction, with loyalty serving as a mediating factor. The analysis reveals that brand image significantly impacts customer loyalty and satisfaction both directly and indirectly. In contrast, attitude demonstrates a nuanced role, negatively affecting loyalty while exhibiting no significant direct effect on satisfaction. Association, however, does not significantly influence either loyalty or satisfaction directly or indirectly.

The study’s findings underscore the pivotal role of brand image in shaping customer loyalty, which in turn significantly enhances satisfaction. These results are consistent with existing literature, highlighting the importance of a strong brand image in driving customer satisfaction and loyalty. The implications for marketers and brand managers are clear: investing in brand image development is crucial for fostering loyal customers and achieving higher satisfaction levels. Future research should expand on these findings by exploring industry-specific dynamics, cross-cultural variations, and the long-term effects of these variables. Additionally, incorporating other mediators and moderators, such as customer engagement and digital presence, could provide a more comprehensive understanding of the factors driving customer loyalty and satisfaction.