A STUDY OF CORPORATE BRANDING AND ITS IMPACT ON CONSUMERS’ LOYALTY

Brand name is part of a brand consisting of a word, letter, and group of words or letters comprising a name which is intended to identify the goods or competitors. As competition is becoming stiff, retailers are working on new strategies to sustain in the market or to make the consumer loyal in order to generate more profit. The research aims to investigate corporate branding dimensions and examine its relation with consumer loyalty. The study found that Consumers are conscious about corporate image, corporate reputation and corporate name to become loyal with particular corporate brand. Consumers have different perceptions with respect to the effect of corporate image and its impact on loyalty. The corporate name, corporate image and corporate reputation were found to have a significant impact on loyalty. Thus, if consumers have favourable perception about this, then they might be more loyal with the brand.