European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.6, No.14, 2014 168 Influence of Brand Loyalty on Consumer Repurchase Intentions of Coca-Cola Salman Habib, Saira Aslam Bahauddin Zakarya University Layyah Campus, Layyah, Punjab, Pakistan salman_mba@outlook.com Abstract: The purpose of this research was to check the influence of Brand Loyalty on consumer Repurchase Intentions of Coca-Cola and also find out the factors affecting brand loyalty and repurchase intentions of Consumers. For this purpose we conduct the survey among the students of universities. The sample consisted of 110 Students of different universities situated in Layyah. We used Correlation technique to find out the relationship of brand loyalty with repurchase intentions, and how brand loyalty effects the repurchase intentions of Coca-Cola.. The finding of our research showed that that customer satisfaction and the brand image are the major factors that affect the brand loyalty of the consumer towards any brand. And finding of our research indicates that brand loyalty and repurchase intentions has positive relationship which means, brand loyalty influence the repurchase intentions of consumer. Keywords: Customer Satisfaction, Brand Image, Brand Loyalty, Repurchase Intentions 1. Introduction There are thousands of brand a consumer use in his life. Some of those thousands brands impress the consumer and compete the needs and wants of the consumer and fulfill his need efficiently. So consumers are generally Loyal with those brands which gives them highest level of satisfaction.. Every organization wants employee commitment because it is very important for an organizational effectiveness. If the employees understand the organizational culture properly so that there may be improvement in their performance the reason is that the employee’s performance is the base of an organization. Most of the researched have been conducted worldwide that has been provided the significant importance to organizational culture that impact on employee commitment and retention. Consumer Satisfaction is generally based on the consumer psychological attributes that how a consumer thinks about the product? What type of characteristics a consumer wants from any products? Does the products attributes fulfill the customer needs and wants? These are all the things through which a customer can be satisfied from any product, and this satisfaction leads towards loyalty According to Aaker (1991) “brand loyalty is so much important for marketers and consumer researchers”. According to Rosenberg et al. (1984) you will have to bear 6% more cast to attract new customer rather than satisfying an existing customer. According to Kandampully (1998) if a firm has the ability to create and maintain a large group of his loyal customers over a longer time period that firm will be able to attain a good position in the market. According to Dick and Basu (1994), brand loyalty has two different concepts: (1) loyalty based on inertia, consumer become habitual of any product; and (2) true brand loyalty, in which a consumer repeats purchasing behavior as a intentionally to continue buying the same brand, and this shows the high level of satisfaction of consumer towards that brand. According to Santouridis & Trivellas (2010), brand loyalty is more helpful or more important for services sector instead of manufacturing sector, especially for companies who providing services which are somehow different from their competitors in the market. According to the Fornell (1992), Customer loyal can be due to two factors (i) so much barriers to switch the brand (ii) a product satisfy the consumer by fulfilling their needs and wants. Objectives of Study: This research paper focuses on influence of Brand loyalty on consumer repurchase intentions. Therefore aims and objectives of current study are: 1. Find out the effect of consumer satisfaction on brand loyalty 2. Find out the impact of Brand loyalty on Repurchase intentions. This research examines the factors that affect the brand loyalty of the consumer towards the Coca-Cola, this research also will examine that if a consumer is brand loyal he will prefer to buy that product again or not? And either the brand loyalty influence the consumer repurchase intentions or not? 2. Literature Review: 2.1 Customer Satisfaction: According to Oliver (1997) satisfaction is "the consumer's fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumption - related fulfillment, including levels of under-or over-fulfillment". Oliver (1999) also described that consumer satisfaction is necessary function towards stepping in loyalty, and satisfaction should be primary goal for