A Study to Diagnose the Effect of Customer-Based Brand Equity on Brand Loyalty

This dissertation proposes and evaluates a model to investigate the dimensions of customer-based, brand equity which are staff behaviour, physical quality, lifestyle-congruence, ideal self-congruence and brand identification and their relations with consumer satisfaction and brand loyalty in Famagusta, North Cyprus. A quantitative research methodology was used in the study, and a total of 186 questionnaires were administered in English and Turkish languages respectively. The response of the analysis showed that there was a clear understanding of the respondents. The outcome of the investigation showed that the CBBE dimensions are important factors in determining consumer satisfaction. Although the results were low, they still had positive relationships. Also, it was established that consumer satisfaction has a positive relationship with brand loyalty. Evidently, the results were low in terms of its level of effect signifying that there are other factors that affect brand loyalty and consumer satisfaction. Customers are capable of being loyal to a brand without been satisfied, and this fact gives way to more research prospects. This study recommends that advanced researches should be conducted in the service industry in North Cyprus to determine the other factors that affect these variables and also to identify the level of significance. Keywords: customer based brand equity, consumer satisfaction, brand loyalty