The Effect of Brand Image on Customer Loyalty, Customer Satisfaction as a Mediator: An applied study on a sample of Asiacell customers
Main Article Content
Abstract
This study aims to provide a conceptual framework of brand image , customer satisfaction and customer
brand loyalty. This study sheds light on the importance of brand image and its effect on customer brand
loyalty through the mediation role of customer satisfaction by conducting an applied study on a sample from
Asiacell customers. The study uses a questionnaire which has been developed for the study aim. It has been
arrived in this study to a number of results and suggestions which indicate to the positive effect of the brand
image on customer satisfaction and customer brand loyalty. Also, customer satisfaction plays as a mediator
in the relationship between brand image and customer brand loyalty. The study provides directions for
future studies that are related to the study’s subject.
Article Details
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