THE ROLE OF BRAND IMAGE AND CUSTOMER SATISFACTION IN INCREASING LOYALTY: A LITERATURE REVIEW
Keywords:
Brand Image, Customer Satisfaction, Customer Loyalty, Literature Review.Abstract
This study aims to comprehensively analyze the role of brand image and customer satisfaction in shaping customer loyalty through a literature review approach. This study integrates various empirical findings in the field of marketing management published between 2021 and 2025, focusing on the relationships between these variables. The selection process was based on topic relevance and suitability of inclusion criteria, resulting in representative articles for descriptive-qualitative analysis. The synthesis results indicate that brand image contributes to building positive consumer perceptions and emotional attachment to a brand, while customer satisfaction strengthens long-term relationships through consumption experiences that meet or exceed expectations. Both variables have been shown to have a significant influence on increasing loyalty, both directly and in relation to other marketing factors. These findings confirm that customer loyalty results from a combination of strong perceptions of brand identity and consistent and valuable consumption experiences. Therefore, company strategies need to be directed at strengthening brand positioning and sustainable customer experience management to maintain sustainable relationships with consumers
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