The Impact of Brand Image on Customer Loyalty a Case Study in Istanbul

Description

The worldwide market scale has witnessed many challenges in production and marketing. As a result of being open to international markets, most companies have to make decisions not only in terms of distribution network, production location, and pricing policies but also in the context of brand image. This search shows the relationship between brand image and customer loyalty with an applied study organized in Istanbul, Turkey (brands: Adidas, Vodaphone, Zara, BIM Market, Apple, Nike, Burger King, and Turkcell). In the study, brand image is used as an independent variable, while customer loyalty is used as a dependent variable. The empirical analysis depends on primary data. A total of 250 questionnaires were distributed to individuals, but only 150 were used as data collection means. While correlation analysis is used to analyze the relationship between the variables, regression analysis is performed to examine the effect of brand image on customer loyalty. The result demonstrates a significant relationship between brand image and customer loyalty. Consequently, companies must strengthen customer loyalty by improving their brand image to enhance their market share and effectiveness.