Progress in Business Innovation & Technology Management 002 (2012) 069-077  Email: Kashif.09@hotmail.com Impact of Customer Satisfaction and Brand Image on Brand Loyalty Muhammad Mudasar Ghafoor 1 Hafiz Kashif Iqbal 2 Usman Tariq & Faizan Murtaza 3 1 Assistant Professor, University of the Punjab Gujranwala Campus, PhD (Scholar), School of Business, University of Dundee, Scotland, United Kingdom. 2 Lecturer, University of the Punjab Gujranwala Campus. PhD (Scholar), School of Business and Economics, University of Management and Technology, Lahore. 3 BBA Students, Department of Business Administration, University of the Punjab Gujranwala Campus, Pindi ByPass Near Ali Pur Chowk, Gujranwala, Pakistan, 52250 ABSTRACT The study is going to analyze the impact of customer satisfaction and brand image on brand loyalty. The impact has been seen by the data obtained from the consumers of Gujranwala, Pakistan. Questionnaire survey was conducted to obtain data from randomly selected University of the Punjab, Gift University, Indus Industries and local society consumers. A sample of about 200 respondents was obtained in a period of one month and their responses were further tested on SPSS software by applying different statistical techniques. Results concluded that the customer satisfaction and brand image both have a significant positive impact on the brand loyalty. Study revealed that the impact of brand image on brand loyalty was greater than the impact of customer satisfaction. Furthermore, this research elaborates that the customers can be made loyal to the brand by providing satisfaction through better quality services and communicating and developing a good brand image through accurate positioning. Practical implications, research limitations and the future study directions also have been given in this paper. © 2012 APBITM Society. All rights reserved. Keywords: Customer Satisfaction, Brand Image, Brand Loyalty I. Introduction Customer retention and loyalty are arising as a big concern in the whole globe. Brands are introducing each and every day leads to an ever ending competition. In this competitive environment, making a customer brand APBITMS Homepage: http://apbitm.org