Brand Image And Customer Loyalty Among Gen-Y

Abstract

In 21 st century, there is a robust competition in business environment. The organization need to differentiate and positioning their brand image to attract more customer. Therefore, the purpose of this study is to explore the relationship between brand image in the form of product uniqueness, product favorability and product strength towards customer loyalty among Gen Y in food and beverages industry. The study used a quantitative approach with 5 point Likert scaled questionnaire directed to 400 participant and managed to secure 346 which 86 percent useable data. The descriptive and correlation analysis was used to identify the relation between brand image and customer loyalty.The result of this study identify there is a positive significant relationship bet ween brand image and customer loyalty among Gen Y. These three factors are considered have strong relationship with customer loyalty. From the result, it can conclude that the strong brand image can build customer loyalty. Hence, in order to gain mutual profitability and build a long term relationship in food and beverage industry, firms should focus on brand image.