The Role of Brand and Company Image in Building Brand Loyalty through Service Quality and Brand Trust

Abstract

In today’s competitive world brand loyalty is the only tool for organizations to gather customers around them. We cannot describe brand loyalty completely by a consumer's intention to repurchase a specific brand. Peoples intention to purchase a specific brand affected by many variables; some of these variables are discussed in this study. The purpose of the current study is to explore the impact of Brand image and company image on service quality and the impact of service quality on brand trust, followed by the relationship between brand trust and brand loyalty. Results of the study reveals that Brand image and company image have significant impact on service quality where service quality significantly affects brand trust. This study also explore that there is a direct positive impact of brand trust and customer satisfaction on brand loyalty.