The study investigates the impact of brand equity on brand loyalty with the mediation of customer satisfaction in X Company and Y Company in Batticaloa city branch. The study uses five dimension of brand equity, which include perceived quality, perceived value of cost, brand identification, trust and lifestyle congruence. Questionnaire has been used to collect the data from the customers in using X Company and Y Company in Batticaloa city branch. The data has been collected from 267 respondents and analyzed through SPSS.
Kovintharajah Thanushan, F. B .Kennedy (2020); Brand Equity And Brand Loyalty: The Mediating Effect Of Customer Satisfaction; International Journal of Scientific and Research Publications (IJSRP)
10(12) (ISSN: 2250-3153), DOI: http://dx.doi.org/10.29322/IJSRP.10.12.2020.p10850