The purpose of the article is based on the assumption that there is a theoretical link between brand satisfaction and consumer loyalty. The article includes brand satisfaction and loyalty research links in the theoretical studies. Based on the analysis of scientific literature, stated that the brand is a key factor, it generates customer satisfaction. The paper analyzes and summarizes Sivadas and Baker-Prewitt (2000), Vasquez - Parraga and Alonso (2000), Zamora et al (2004), Bravo et al (2005) and Rowley (2005), Torres-Moraga et al (2008) and other scientists’ research results, demonstrating satisfaction of brand impact on consumer loyalty. According to the summary methodological elements, a theoretical model is created on consumer satisfaction and loyalty link based on brand aspects.

Read more
consumer satisfaction, consumer loyalty, preferences, product, brand, Lithuania

M31, P2