The Role of Brand Image on Customer Loyalty

Research Methodology

Table of Contents
Topic: Impact of brand image on customer loyalty.........................................................................1
CHAPTER 1 INTRODUCTION.....................................................................................................1
Background.............................................................................................................................1
Introduction............................................................................................................................1
Aim and objectives.................................................................................................................2
Research question...................................................................................................................2
Significance of the research....................................................................................................2
CHAPTER 2 RESEARCH METHODOLOGY..............................................................................2
CHAPTER 3 DATA ANALYSIS...................................................................................................6
CHAPTER 4 ETHICS, VALUES, REFERENCING AND PRESENTATION.............................6
Topic: Impact of brand image on customer loyalty.........................................................................1
LITERATURE REVIEW................................................................................................................1
CHAPTER 1 INTRODUCTION OF LITERATURE REVIEW.....................................................1
CHAPTER 2 LITERATURE REVIEW MAIN BODY..................................................................1
Concept of brand image in retail sector business...................................................................1
Significance of customer loyalty in Waitrose........................................................................2
Interrelate brand image with customer loyalty in the chosen enterprise................................3
Recommend ways through Waitrose can increase customer loyalty with their effective brand
image......................................................................................................................................4
CHAPTER 3 LITERATURE REVIEW CONCLUSION...............................................................5
REFERENCES................................................................................................................................7

Topic: Impact of brand image on customer loyalty.
CHAPTER 1 INTRODUCTION
Background
Present study consists impact of brand image on customer loyalty so that it runs
positively which influences customer perceived quality. It enables customer satisfaction which
effects them in a greater degree. Furthermore, it helps to express commitment to offer qualitative
products and services for sustainable business development. Brand image is modern perception
of the customers towards products so that it can be defined as exclusive packages to target
several people. It also gives positioning to products in a particular market (Nyadzayo and
Khajehzadeh, 2016). As a result, it assists to set of beliefs and faith through customer loyalty
completed towards particular products and services. It aids to serve mission and vision of the
company to fulfil goals and targets in a successful manner.
Moreover, brand image influence customer to make repeat purchase as results loyalty
build successfully. For example, public relation, social networking, etc. creates positive results
towards goods for particular products and services. Personal perception of association also builds
organisation and increases profitability in a successful way (Zhang, van Doorn and Leeflang,
2014). In term of Waitrose, brand image helps to build successful results to develop customer
loyalty. It also develops customer retention in successful way to attain more significant
advantages.
Introduction
In the present research, impact of brand image on consumer loyalty has been identified
which is valued and measured to increase customer satisfaction. Therefore, retail sector
businesses can easily implement successful functions and operations which develops more
significant advantages to meet with desired results. Furthermore, productivity and profitability
can be enhanced with customer loyalty in an appropriate manner. It assists to make relationship
with target audiences with modernisation (Abosag and F. Farah, 2014). On the basis of retail
sector operations, it can be stated that brand image is reflection which held in customer’s mind
and placed to perceive value associated in offer. It is also created to meet with expectations
which lead towards satisfaction.
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