Impact of Brand Image on Customer Loyalty Research Paper 2022

Running head: IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY
IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY
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IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY
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Table of contents
1. Introduction..................................................................................................................................2
1.1 Problem statement.................................................................................................................2
1.2 Research question..................................................................................................................2
1.3 Significance of the research...................................................................................................3
2. Measurable objectives.................................................................................................................3
3. Research design...........................................................................................................................4
3.1 Philosophical position............................................................................................................4
3.2 Reasoning approach...............................................................................................................4
3.3 Methodological choice...........................................................................................................5
3.4 Method(s)...............................................................................................................................5
3.5 Time horizon..........................................................................................................................5
3.6 Data collection & data analysis techniques...........................................................................6
4. Ethical concerns...........................................................................................................................7
5. Project management plan.............................................................................................................7
Risk management.........................................................................................................................9
Reference list.................................................................................................................................13

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1. Introduction
1.1 Problem statement
In order to drive the strategic direction in an organization, brand image is being
considered as the important component (Zhang, 2015). It is true that brand image made the
significant contribution in case of influencing the perceived quality of the customers. By
continuing this it can also be said that with the effective contribution of brand image it becomes
easier for an organization to enable greater degree of satisfaction. In terms of mediating the
effective customer satisfaction, significant inter relationship between brand image and loyalty
can be developed. In the current business scenario, brand image has become an important
concern. It cannot be denied that increasing competitiveness in the market it has become the
important concern for the strong brand image in the market in case of establishing positive
impact on customers’ mind (Rahi, 2016). On the other hand, due to availability of various
opportunities in the market, ensuring the customer loyalty has become an important concern. It is
true that availability of similar types of products as well as changing expectations of the
customers has significantly impacted on the business trends in 21st century.
The purpose of this research paper is to shed light in case of identifying the critical value
of brand image and its strong impact for driving the customer loyalty. The study has also shed
light on the customer commitment towards the products which are being offered by the
companies. In this research paper, the researcher will critically analyze the situation by
supporting with the effective evidences. Developing the interrelationship between these two
variables, the researcher has tried to enhance the future scope of the research paper.

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1.2 Research question
What is the interrelationship between brand image and customer loyalty?
How the brand image influence the behavioural perspectives of the customers?
What are the positive and negative impact of brand image on customer satisfaction?
What can be the recommendations for improving customer loyalty through brand image
development process?
1.3 Significance of the research
Customer loyalty and brand image can be considered as the important dominant
principles that significantly impacts business growth process. Investing the critical impact on
customer satisfaction and loyalty intervention process, the purchasing decision of the customers
can be significantly managed (Rahi, 2016). The significance of the research paper is, it has
introduced different behavioral characteristics of the customers that can get influenced based on
the image of the brand in the market. In this investigation, analyzing the perfect market
involvement of the companies and those significant impact on driving the customer satisfaction
and customer loyalty have been mentioned (Sasmita & Mohd Suki, 2015). Therefore, this
research paper can significantly help to develop thee conceptual model using the three variables
such as brand image, customer and loyalty intention. This research paper can significantly
enhance the further research scope in this particular area.
2. Measurable objectives
 To identify the interrelationship between brand image and customer loyalty
 To identify how the brand image influence the behavioral perspectives of the customers