University Research: Impact of Brand Image on Customer Loyalty

This research proposal examines the critical interrelationship between brand image and customer loyalty. It begins by establishing the significance of brand image in influencing customer perception and satisfaction, particularly in today's competitive market. The research aims to identify how brand image affects customer behavior and satisfaction, and to offer recommendations for improving customer loyalty through brand development. The methodology includes a positivism research philosophy, deductive reasoning, and a mono-method approach utilizing both quantitative and qualitative data collection techniques. Primary data will be gathered through surveys and interviews, while secondary data will be sourced from journals and articles. The project also addresses ethical considerations, including data privacy and participant voluntariness, and includes a detailed project management plan with timelines, budgets, and risk assessments. The study seeks to contribute to the understanding of how brand image drives customer loyalty and provides a framework for future research in this area.

Running head: IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY
IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY
Name of the student
Name of the university
Author note

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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

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 To identify both the positive and negative impact of brand image on customer satiation
 To introduce recommendations for improving customer loyalty through brand image
development process.
3. Research design
3.1 Philosophical position
Research philosophy is being considered as a set of Belief in page the information
collected from the data is being managed. In order to reveal the philosophical perspective of the
researcher the research philosophy is being selected (Kumar, 2019). There are three types of
research philosophies such as positivism interpretivism and realism. Positivism is the important
research approach feet can be e considered as the scientific approach to as in this case the
scientific evidences are being focused. Interpretivism is another research philosophy that is
mostly being used for developing please search focusing on the management perspective.
Realism is a combination of interpretivism and positivism. In this type of research philosophy
influence of both the scientific evidence and management perspectives are being noticed.
In this research project positivism research philosophy will be chosen by the researcher.
In this research paper selecting the positivism research philosophy the research topic can be
analyzed in critical manner.
3.2 Reasoning approach
The term ‘Research approach’ indicates the procedure, which helps to manage the steps
for broad examination by adding the detail method of Data Collection interpretation and analysis
in a research paper. Therefore it can be said that, in order to develop the nature of research and
addressing the research issue research approach is very important. Two types of research

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approaches are being followed while conducting a research paper those are detective and
inductive research approach. Using the existing theory and model the researcher chooses
deductive research approach (Kumar, 2019). On the other hand in case of adding new theories
and models in the research paper inductive research approaches being chosen.
For the particular research paper the researcher may choose deductive research approach
as the entire research will be develop based on the existing theories and models.
3.3 Methodological choice
In a research project two type of methodology can be followed one is mono methodology
and second place multiple methodology (Mackey & Gass, 2015). For this research paper mono
method can be beneficial.
3.4 Method(s)
Mono Method can be classified into two types such as quantitative study and qualitative
study. In case of qualitative study the research information is collected in descriptive manner
(Mackey & Gass, 2015). On the other hand in case of quantitative study the information is
collected in the numerical form.
3.5 Time horizon
Activities 1st to
2nd
Week
3rd to
4th
week
5th to
6th
Week
7th to
8th
Week
9th to
10th
Week
11th
Week
12th
Week
Selection of the topic 
Data collection from
secondary sources
 
Creating layout 
Literature review   

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Analysis and
interpretation of
collected data of primary
source
  
Findings of the data  
Conclusion of the study 
Formation of draft  
Submission of final work 
(Created by author)
3.6 Data collection & data analysis techniques
There are two types of data sources such as primary data and another is secondary. In
case of primary sources the researcher collect the data by visiting physically to the source
location (Silverman, 2016). On the other hand secondary data is being collected from different
journals, articles and textbooks. It is true that in case of using the primary data maintaining the
appropriateness of the information can be little difficult for the researcher as the information
which is being collected by the researcher is based on the perception assumption of the
researcher on that particular situation. on the other hand it can be saved that secondary
information is much more appropriate than the primary sources.
In this research paper both the primary and secondary sources will be used by the
researcher. Conducting survey as well as interview method the primary information will be
collected by the researcher. In case of conducting the survey 100 employees from different
organizations will be chosen. In order to cover the vast research area the simple random
sampling technique will be used by the researcher in which by randomly selecting the
participants, survey will be conducted. On the other hand in case of conducting the interview 5
managers from different organizations will be chosen.

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Data analysis is being considered as an important part of research methodology. In this
part the collected information is critically been analyzed by the researcher. In order to convert
the survey information into the numerical form quantitative data analysis method will be used.
On the other hand using the qualitative data analysis technique the researcher can analyze the
interview information in transcriptase form.
4. Ethical concerns
Ethical consideration can be considered as the most important part in our research paper.
Before completing the version of work and submitting the research paper the ethical conduct of
the research paper needs to be followed by the researcher(Silverman, 2016). Following district
ethical guidelines the research wale conduct the research where none of the participants will be
forced to participate in the research project. As per the guidelines of data Protection Act 1985,
the researcher will not copy information from others published articles. Proper in texting of the
authentic sources is very important for maintaining the authenticity of the research paper.
continuing this it can also be saved that at any time of the research that participate can
withdrawal there participation from the research project and research on be able to force the
participate. Information must be collected from the authentic sources. The most important ethical
conduct of the research project is only for the academic purpose the researcher will use the
project. None of the company logo will be mentioned in the questionnaire on the research paper.
Maintaining the privacy of participants’ information the researcher will conduct the research.
5. Project management plan
Task Name Duration Start Finish Cost
research plan 1 89 days Tue 08-10-19 Fri 07-02-20 $1,000.00
Topic Selection 9 days Tue 08-10-19 Fri 18-10-19 $0.00
Researching for suitable 2 days Tue 08-10-19 Wed 09-10-19 $0.00

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research topics
Discussing with the
professor 3 days Thu 10-10-19 Mon 14-10-19 $0.00
topic confirmation 4 days Tue 15-10-19 Fri 18-10-19 $0.00
Milestone 1: Topic Selected 0 days Fri 18-10-19 Fri 18-10-19 $0.00
Secondary data collection 15 days Mon 21-10-
19 Fri 08-11-19 $400.00
Search for articles, peer
reviewed journals and web
articles
5 days Mon 21-10-
19 Fri 25-10-19 $0.00
Selecting the relevant
sources 7 days Mon 28-10-
19 Tue 05-11-19 $400.00
research layout designing 3 days Wed 06-11-
19 Fri 08-11-19 $0.00
Milestone 2: Secondary data
collected 0 days Fri 08-11-19 Fri 08-11-19 $0.00
Literature review 20 days Mon 11-11-
19 Fri 06-12-19 $0.00
Critical examination of
data collected 10 days Mon 11-11-
19 Fri 22-11-19 $0.00
annotated bibliography
preparation 4 days Mon 25-11-
19 Thu 28-11-19 $0.00
preliminary literature
review development 6 days Fri 29-11-19 Fri 06-12-19 $0.00
Milestone 3: Literature
review completed 0 days Fri 06-12-19 Fri 06-12-19 $0.00
Research methodology and
Analysis 18 days Mon 09-12-
19 Wed 01-01-20 $0.00
Selection of the
Appropriate Research
Techniques
6 days Mon 09-12-
19 Mon 16-12-19 $0.00
Validate the methods 5 days Tue 17-12-19 Mon 23-12-19 $0.00
Check for reliability 7 days Tue 24-12-19 Wed 01-01-20 $0.00
Milestone 4: Research
methods selected 0 days Wed 01-01-
20 Wed 01-01-20 $0.00
Data collection from
primary sources 15 days Thu 02-01-20 Wed 22-01-20 $600.00
collect data by conducting
survey and interviews 10 days Thu 02-01-20 Wed 15-01-20 $500.00
Data analysis using SPSS
and coding 5 days Thu 16-01-20 Wed 22-01-20 $100.00
Milestone 5: primary data
collected and analysed 0 days Wed 22-01-
20 Wed 22-01-20 $0.00

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Conclusion of the Study 12 days Thu 23-01-20 Fri 07-02-20 $0.00
Formation of Rough Draft 6 days Thu 23-01-20 Thu 30-01-20 $0.00
Discuss with the lecturer 4 days Fri 31-01-20 Wed 05-02-20 $0.00
Submission of Final Work 2 days Thu 06-02-20 Fri 07-02-20 $0.00
Milestone 5: Project
concluded 0 days Fri 07-02-20 Fri 07-02-20 $0.00

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Risk management
Identify risk Qualitative risk analysis Plan risk responses Monitor risk
Probability (P) Impact (I) Ris
k
sco
re
Ris
k
Ra
nk
Risk
Strat
egy
Potenti
al
respon
ses
Cost
implic
ation
Risk
owner
Dat
a
rais
ed
Dat
a
clos
ed
Stat
usLo
w
Medi
um
Hi
gh
Lo
w
Medi
um
Hi
gh
Risk
Category
Risk
Id
Risk
event
0.
25
0.5 0.7
5
2.
5
5 7.5 (P*
I)
Organisa
tional
RO0
001
Increasi
ng
employ
ee
turnove
r
* * 5.6
25
1 Acce
pt
Better
recruit
ment
600 HRM 8-
Feb
5-
Ma
r
RO0
002
Negativ
e
Organis
* * 2.5 6 Miti
gate
Focus
on the
emplo
200 Operati
on
manage
9-
Feb
6-
Ma

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ation
culture
yees r r
RO0
003
Improrp
er
career
growth
* * 0.6
25
10 Avoi
d
Do
nothin
g
0 HRM 10-
Feb
8-
Ma
r
RO0
004
Alternat
ive job
options
* * 1.2
5
7 Avoi
d
Do
nothin
g
0 Manage
ment
11-
Feb
11-
Jan
Finacial RF0
001
Lower
revenue
* * 5.6
25
2 Acee
pt
Makin
g
strategi
c PR
3000 Financi
al
officer
12-
Feb
13-
Ma
r
RF0
002
Unstabl
e
financia
l
* * 1.2
5
8 Miti
gate
Attract
more
clients
1000 Manage
ment
13-
Feb
14-
Ma
r