THE ROLE OF BRAND TRUST, BRAND IMAGE & BRAND PERCIEVED VALUE IN DEVELOPING CUSTOMER SATISFACTION AND ITS IMPACT ON CULTIVATING BRAND LOYALTY

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