Relationship between Large Hair Shop Brand Image, Job Satisfaction, and Brand Loyalty

This study investigated how brand image and job satisfaction relate to brand loyalty among employees of large hair salons in Seoul and nearby areas. Using survey data analyzed through various statistical methods, it found that external, internal, and public brand images positively influence emotional, cognitive, and behavioral loyalty. Additionally, work environment, organizational commitment, and work engagement significantly affect brand loyalty, with organizational commitment having the strongest impact. These results provide strategic guidance for enhancing employee satisfaction and loyalty to support effective brand management.