The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review

Tahir, Abdul Haseeb; Adnan, Muhammad; Saeed, Zobia

doi:10.1016/j.heliyon.2024.e36254

Heliyon

2024

DOI: 10.1016/j.heliyon.2024.e36254

|View full text |Cite

The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review

Abdul Haseeb Tahir,

Muhammad Adnan,

Zobia Saeed

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

Supporting

Mentioning

Contrasting

Year Published

2024

Publication Types

Select...

Article1

Relationship

Self Cite0

Independent1

Authors

Journals

Cited by 1 publication

References 55 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity

Qi,

Abdullah,

Rahman

2024

Sustainability

View full text Add to dashboard Cite

In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital IMC consistency and interactivity on establishing destination brand equity, while exploring the interconnections among its various dimensions. Grounded in both empirical and theoretical frameworks, this study collected data via an online questionnaire administered to 435 users of online travel agencies, which was analyzed through Structural Equation Modelling (SEM). The results demonstrate that customer-perceived digital IMC (consistency and interactivity) exerts a significant positive influence on destination brand equity, uncovering the intricate dynamics among destination awareness, image, perceived quality, and loyalty. Notably, destination loyalty is influenced by destination awareness through destination image and perceived destination quality, with destination image having a more significant impact than perceived destination quality. This research is significant in constructing knowledge of IMC in the digital tourism marketing paradigm, shedding light on how the consistency and interactivity of online communication affect various consumer brand equity outcomes. Additionally, it provides valuable insights into digital tourism practices and sustainable development, enriching the discourse regarding how digital IMC enhances destination brand equity.

show abstract

Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity

Qi,

Abdullah,

Rahman

2024

Sustainability

View full text Add to dashboard Cite

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

customersupport@researchsolutions.com

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review

Cited by 1 publication

References 55 publications

Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity

Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity

Contact Info

Product

Resources

About