The Role of Brand Image and Customer’s loyalty Towards Private Label Brands In Hubli-Dharwad Twin City of Karnataka

Brand image is all about present view of the customers about the brand. Customer's loyalty can be state of confusion with respect to purchase or consumption pattern of a product at a moment and leads to repeat purchase, intention of repurchase and world of mouth to others. This is possible to be achieved and measured through the effect of trust and satisfaction. The entire focus of this study is to find the relationship between the brand image, trust, satisfaction and customer's loyalty towards private label brands in Hubli-Dharwad city. This study consists of 413 valid questionnaires. The Baron and Kenny (1986) four step method of mediation is used to test the model which consists of trust and satisfaction as mediating between the brand image and customers loyalty and also to know effect of satisfaction on satisfaction. Liner regression method was used in measuring relationship between the dependent and independent variables. The result show that there exist a relationship between direct brand image and customer loyalty, between Brand image and satisfaction, between satisfaction and customers loyalty, between trust and customers loyalty and satisfaction mediates the relationship between the brand image and customers loyalty.