Study of Relationship between Advantages of Brand Image and Satisfaction and Customer’s Loyalty (Case Study: Regarding Beverage Products in Mahabad)

In this research, we study relationship between brand image with satisfaction and loyalty of customers in selected brands of beverage products among a number of Mahabad inhabitants. Advantages of brand’s name image means social, applicable, symbolic, Empirical and advantages as well as attitudinal development is discussed. To do this research, information of 150 customers who used to utilize products holding selected brand are obtained. The results indicate among 5 advantages of brand image, three of them, namely empirical, symbolic and attitudinal development have positive and remarkable relationship with satisfaction and loyalty of customers and two other types, namely functional and social ones has no remarkable effect on satisfaction and loyalty of the customers. On the other hand, the results display there is a positive relationship between customer’s satisfaction and loyalty. The results show marketing managers must focus on brand image in order to create satisfaction in customers to obtain loyalty of customers about their products and services.

brand image, customer’s satisfaction, customer’s loyalty, beverage product