Journal article

The study is going to analyze the impact of customer satisfaction and brand image on brand loyalty. Theimpact has been seen by the data obtained from the consumers of Gujranwala, Pakistan. Questionnaire surveywas conducted to obtain data from randomly selected University of the Punjab, Gift University, IndusIndustries and local society consumers. A sample of about 200 respondents was obtained in a period of onemonth and their responses were further tested on SPSS software by applying different statistical techniques.Results concluded that the customer satisfaction and brand image both have a significant positive impact onthe brand loyalty. Study revealed that the impact of brand image on brand loyalty was greater than the impactof customer satisfaction. Furthermore, this research elaborates that the customers can be made loyal to thebrand by providing satisfaction through better quality services and communicating and developing a goodbrand image through accurate positioning. Practical implications, research limitations and the future studydirections also have been given in this paper.