THE IMPACT OF BRAND IMAGE ON CUSTOMER'S LOYALTY TOWARDS PRIVATE LABEL BRANDS: THE MEDIATING EFFECT OF SATISFACTION. HUBLI-DHARWAD CONGLOMERATE CITY OF KARNATAKA

Brand image is the current view of the customers about the brand. Customer’s loyalty is the state of fear or confusion regarding purchase or consumption of a product at a moment and it is further extended to repeat purchase, ingestion of repurchase and world of mouth. This can also be measured by through satisfaction. The focus of this study is to show the relationship between the brand image, satisfaction and customer’s loyalty towards private label brands in Hubli-Dharwad city. This study consists of 186 valid questionnaires. The Baron and Kenny (1986) four step method of mediation was used to test the model which consists of satisfaction as mediating between the brand image and satisfaction. Liner regression method was used in measuring relationship between the dependent and independent variables. The result show that there exist a relationship between direct brand image and customer loyalty, between Brand image and satisfaction, between satisfaction and customers loyalty and satisfaction mediates the relationship between the brand image and customers loyalty.