Antecedent and Consequences of Brand Loyalty: Empirical Study

This work was proposed to investigate the antecedent and consequences of brand loyalty as it affects the banking industry in North Cyprus. Examining the dimension of brand loyalty and how bank managers can work towards its sustainability. The result of the empirical study, using data collected from 164 respondents from Famagusta in North Cyprus. The research indicates that brand Equity, Satisfaction, Trust, service quality has a positive influence on brand loyalty, while price and word of mouth was not seen to have any effect on brand loyalty. Brand equity was seen as the most dependable variable of brand loyalty. Keywords: Brand Loyalty, Brand Equity, Satisfaction, Trust, Service Quality