Brand Image, Satisfaction and Trust As a Lead to Brand Loyalty: The Mediator Effect of Brand Relationship

Abstract

Purpose: The purpose of this research is to examine the impact of brand image, satisfaction, trust and relationship towards brand loyalty mediated by brand relationship.

Design/methodology/approach: This paper uses the PLS (SEM) technique for analysis and hypotheses testing. The data was collected from the convenience sample of 165 consumers questioning about the Coca Cola Brand from University students.

Finding: Direct influence of brand image, brand trust, and satisfaction on loyalty of brand has lesser than the mediation impact of brand relationship.

Research Limitations: Only one product category was taken under the study in this research - recommended that in future comparison between categories would open new dimensions. The data was collected from the university students who may have different behavior towards a specific brand.