Brand Image, Satisfaction, and Brand Loyalty - How Effective Are They in the Automotive Industry Market Share

Abstract

The study analyzes the influence of satisfaction, image, and loyalty on market share within the automotive industry by using real market data to capture market share of the car brands within the study. The results of the study confirm that automobile companies, which operate in a very competitive and dynamic environment need to ensure customer satisfaction and positive brand image, that collectively affect customer loyalty to keep sustainable growth.

Keywords: brand image, brand loyalty, market share, satisfaction