Abstract:
Purpose
The study's aim is to examine the effect of brand image, brand trust, and perceived value on
customer satisfaction and brand loyalty. The study's correlational design allowed for the
identification of relationships without the need for an experiment and the study has gathered
data from Karachi. In order to gain a broad perspective or basic data from the target population,
convenience sampling was used in this study. In this study, the survey method was utilized to
find and assess developing trends, market demands, and opinions. The PLS-SEM technique
used for data analysis. A questionnaire with a five-point Likert scale was used in this study
to increase the responses' relevance, which enhances the effectiveness of the findings. The
study result showed that brand image and brand trust both have a positive influence on
customer satisfaction and brand loyalty while perceived value has a positive impact on CS and
BL. Similarly, customer satisfaction has a positive impact on brand loyalty. Customer
satisfaction has the most impact on consumer brand loyalty. In this way, managers should
continue to be able to meet the demands of customers in order to maintain existing customers
and attract new ones
