Brand Image, Consumer Satisfaction and Brand Loyalty in Smartphone Users

Author: Nayyab Asad

Supervisor: Afsheen Masood, PhD

Degree: BS

Year: 2012-2016

University: Institute of Applied Psychology, Punjab University, Lahore, Pakistan


The present study investigates the relationship in brand image, consumer satisfaction and brand loyalty. It was hypothesized that brand image and consumer satisfaction are likely to predict brand loyalty. The sample comprised of young consumers of smartphone. The assessment measures included Brand Image Scale (Asad & Masood, 2016), Consumer Satisfaction scale (Asad & Masood, 2016) and Brand Loyalty Scale (Asad & Masood, 2016) that were indigenously constructed. The measures were then tested through pilot testing. The data was collected by administering the questionnaire on 200 participants between the age ranges of 18 to 24 years. The results showed that brand image and consumer satisfaction have a significant positive relationship with brand loyalty. It was also revealed that consumer satisfaction positively predicted brand loyalty. The findings carry significant implications in the field of organizational psychology, consumer psychology and marketing.

Keywords: Brand image, consumer satisfaction, brand loyalty, smartphone users.

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Corresponding Address: Department of Applied Psychology, University of the Punjab, Lahore, Pakistan. Email:, Phone: 92-42-9231245

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