Academic Journal of Social Sciences ISSN 2521-0149 Vol. 4 Issue 3 (July- September 2020) PP 485-497 ISSN 2519-7983 485 RELATIONSHIP OF CUSTOMER SATISFACTION AND BRAND LOYALTY THROUGH THE PATH OF ATTITUDE TOWARD BRAND Rafi Ullah Bilal 1 Hafiz Muhammad Fakhar Zaman 2 Muhammad Yousuf Khan Marri 3 Abstract: This research aims to address the issue of brand loyalty while identifying its potential predictors. Along with the relationships of customer satisfaction, attitude towards brand and brand loyalty. Attitude towards brand plays its role as a mediator. customer satisfaction has significant positive impact on attitude towards brand and brand loyalty. Total 225 customers are selected randomly for conducting the research. Attitude towards brand partially mediates the relationship of customer satisfaction and brand loyalty. For generalizing the result, current research can also be extended to customers of other users of products like FMCGs, luxury items and even for industrial products in which effect of customer satisfaction and attitude towards brand may be even more prominent in enhancing the level of brand loyalty. Keywords: Customer Satisfaction, Attitude towards Brand, Brand Loyalty 1 Author is Assistant Professor in Department of Business Administration at University of Mianwali, Email: rafibilal2000@yahoo.com 2 Author is PhD Scholar in School of Management and Economics at Kunming University of Science and Technology, China 3 Author is PhD Scholar in School of Business Management at University Utara Malaysia