Brand Image, Satisfaction and Loyalty towards Samsung Smart Phones among College Students in Koothattukulam Municipality

Brand image is the key driver of brand equity, which refers to consumer’s general perception and feeling about the brand and has an influence on consumer behaviour. Customer satisfaction has a positive influence on the profitability of the firm. Customer satisfaction is the extent to which a product’s perceived performance matches a buyer’s expectation. Brand loyalty is attributed to brand image and brand equity. It is also worth noting that brand commitment is the substantial expression of brand preference and brand loyalty. The present study examines the brand image, brand loyalty and the influence of i) perceived brand quality, ii) brand image, iii) brand experience, iv) social media marketing and v) satisfaction on the brand loyalty of college students in Koothattukulam Municipality towards Samsung smart phone.