Impact of Co-Branding Image on Customer Loyalty in Indian Restaurant Industry -Mediation Approach using Customer Satisfaction

Abstract

The main idea that concerns the brand image is that the customer procures not only the service or product but also the image connected with the same, hence for any organization it is highly vital to keep its brand image unique and profitable. In today’s competing market the success of any product or services depends on its Co-branding image. Co-branding image leads to enhanced sales, enriching brand image and receive trust from customer’s in the restaurant industries. In spite of the growing focus on co-branding image, the interconnections among the brand loyalty, co-branding, and customer satisfaction continue to be greatly persistent area for discussion. Thus, this paper attempts to explore the extent to which brand loyalty is influenced by co-branding image through customer satisfaction in Indian restaurant industry. The outcome of the result is that co-brandinghas animpact marketing policy of Indian restaurants which leads to customer satisfaction and brand loyalty.