Brand Loyalty Relationship

2.5 The relationship between brand image and brand loyalty

This section aims to find out the relationships amongst the brand image dimensions on brand loyalty. Some empirical evidence confirmed that there is a positive relationship between brand loyalty and brand image, as a result of considering the committed relationship between consumer and company (Hanzaee, 2011). Previous authors Biel (1992) proposed that a positive brand image builds when consumers relate themselves to a specific brand by unique relationship and they may recommend that given brand to other people, at the meanwhile, maintain a positive attitude towards that brand. A research study by Saeed, et al. (2009) affirmed that if the customers prefer the image of a brand they

The in-depth review of the previous literatures, CSR has been suggested as a great strategic marketing tool and it linked to customer responses both theoretically and empirically (Kang and James, 2004). Although CSR is not a new term, the emphasis and heightened awareness of its related benefits (like brand loyalty) in recent years are new. According to Kang and James (2004), brand image is an important intangible asset of any companies, as it significantly influences customers’ perception of firm’s communication and operation. Moreover, if companies undertaking their social obligations such as supporting charitable activities that will enhance their brand image. Godfrey (2005) further expands this notion to say that corporate brand image is important as it increases purchase intentions and decreases the potential harm from negative customer evaluations. The corporation’s CSR engagement is considered as a powerful marketing strategy to build a good correlation between a firm and its consumers, thus brand image is introduced as a mediator variable that links customer perceived CSR with their brand loyalty (Godfrey,

In an effort to explore the indirect relationship between CSR and brand loyalty, drawing on previous literatures, the proposed theoretical framework used in this study (as shown in Figure 2-3) offered new insights into the indirect correlation between CSR and brand loyalty by using the mediating variables of brand image. On the basis of significant relationship among CSR, brand image and brand loyalty, this research hypothesized that: (1) The relationship between the independent variables four dimensions of CSR (customer, environment, economic and community oriented CSR) and the mediating variables brand image (functional brand image and emotional brand image) desired to be significant; (2) The relationship between the mediating variables brand image