A research on the relationship between perceived value, customer satisfaction and brand loyalty, and the role of distinction in brand attitudes and product involvement levels

The role of attitude in the relationship between perceived value, customer satisfaction and brand loyalty are handled in this paper. Yet, it is examined whether there is any distinction with reference to the determination that product involvement level has an impact on the aforesaid relationship. The purpose of this research is to determine the effect of customer satisfaction and brand attitudes supported by corporate image and advertisement on the creation of brand loyalty. The target is to research the effect of customer satisfaction on the creation of brand loyalty directly or through brand attitudes. The universe of the research consists of postgraduate students studying in Istanbul Beykent University. Total 604 students were reached by convenience sampling method and data was collected by survey method. Acid-free beverages (fruit juice) were selected for representing the product with low involvement level; while mobile phones were selected for representing the product with high involvement level. As the result of the research, brand loyalty was determined to be affected by customer satisfaction, and brand attitudes were also determined to have an indirect impact.