The role of brand knowledge and brand relationship quality on brand loyalty and a research

In today's world, creating a customer profile that is tightly linked to the brand, ensuring brand continuity became very important. Something more than brand awareness and positive brand image is required to build loyalty. This happens through the intermediate effect of the relationship quality. A brand's positive associations reveal the first step of the relationship, but deep and emotional bonds are expected to be established with the presence of an upper level relationship. When loyalty is assessed as the indemnity of a long-term relationship, the role of the relationship quality can be better understood. Brands in the chocolate category were addressed in this research. Through structural equation modeling, it is found that the path to customer loyalty passes through brand awareness, brand image and brand relationship quality respectively.