IMPACT OF BRAND COMMITMENT AND BRAND AWARENESS ON BRAND LOYALTY WITH CUSTOMER SATISFACTION AS A MEDIATOR

Abstract

In today’s competitive world marketer need to stand unique in terms of their offering to the customers in
order to satisfy their need and make them loyal towards the brand and for this there is requirement for
creating awareness among the customers about the brand and efforts to be made to keep them committed
towards the brand. This study primarily focuses the impact of brand awareness and brand commitment on
brand loyalty and mediating effect of customer satisfaction in restaurants (fast food outlets). Data
collected from 235 customers of fast food outlets in the capital region, Delhi, India through administered
questionnaire and analyzed with tools such as Correlation, Regression, and Factor Analysis. The results
found that brand commitment is a sturdy predator of brand loyalty via customer satisfaction, surprisingly
brand awareness found to be a weaker predator of customer satisfaction, though a significant positive
relation with brand loyalty was witnessed.